The potential of influencer marketing is hard to scale because several brands are banking upon this marketing technique to grow on social media. Influencers can surely help you spread brand awareness but the strategy has to click with the audiences. This is where most campaigns fail! With so much going on in the world of social media, it is obviously difficult to state which campaign will work and which will fail.
The pandemic forced most businesses to stay heavily active on social media and this has led to content fatigue. Initially, influencer marketing paved a sure shot path to success but now even this marketing technique has undergone several drastic changes. Right from finding social media influencers to influencer selection, everything needs a different approach.
Brands of all niches are investing in influencers but why is it that some campaigns take off effortlessly and some don’t. The problem lies in influencer search and selection. The social media platforms are flooded with influencers but not all of them are apt for every campaign.
In this blog, we will see the biggest mistakes brands make when it comes to finding influencers for their campaigns. To find influencers, brand managers must follow a process that takes into consideration the brand goals and objectives. Simply going with the selection of your competitors might not help much. Be it an Instagram influencer campaign or a micro-influencer marketing campaign, brands must give priority to choosing the right influencers.
If you are new to influencer marketing you might have questions like-
–Where to find influencers?
-How to find influencers in your niche?
-How to find influencers on Instagram?
Influencer marketing platforms like Unbox Social have a reliable influencer database that can answer all these questions. The platform is well-equipped to help you find influencers and is also helpful when it comes to framing influencer campaigns.
Well, apart from influencer marketing tools, there are a few steps you can follow to find influencers for your brand. Let’s take a look at those steps in brief.
5 Steps To Find Influencers
Step 1- Know what your brand needs
When you opt for a particular marketing technique, you choose it because you want to achieve something out of it. Make sure you know what you want to achieve from the influencer campaign you are planning. This will help you choose the right influencers who can deliver the needed results.
Step 2- Choose your social media platform
The selection of influencers depends upon the social media platform you want to activate the campaign on. If you want to execute a campaign on Instagram then you need to search for Instagram influencers.
Step 3- Decide the scale of your campaign
The scale of your campaign will impact the kind of influencers you collaborate with. Your brand may go for a micro-influencer campaign or may simply opt for a small scale campaign with just nano influencers.
Step 4- Plan the content strategy for your campaign
Brands collaborate with influencers so that they can convey the brand message to the audience and execute this process effectively. It is important to curate a strong content strategy for the same. Brands can opt for videos, images, Instagram Stories, Reels, Facebook Live, and several other features to create content with influencers.
Step 5- Time your campaign well with your influencers
Now that you are ready with the plan for your campaign make sure to time it well. This matters a lot because if your audience is not active when you implement the campaign it can go in vain. Suppose your campaign is about Valentine’s Day make sure you create posts to let the audience know that something is coming up on your feed.
These five basic steps will help you create an impactful influencer marketing strategy.
For an actionable guide on how to create a campaign, read our blog here.
Once you know how to plan the strategy the first step is to know how to find influencers. This is where most brand managers make mistakes.
Read how to find influencers in your niche here.
5 Mistakes Brands Make When Finding Influencers
1. Not knowing your target audience
Choosing social media influencers without knowing your audience can not only sometimes backfire but can also take your campaign in the drain. Make sure you first analyse your audience and accordingly choose influencers. Audience behaviour differs from platform to platform and hence, it is necessary to conduct accurate audience analysis. This will help you create strategies that resonate with your target audience. Influencer marketing platforms can also give you audience insights for better influencer selection. The influencers you choose must be in sync with your audience preferences. Suppose, you are a lifestyle brand targeting millennials, your influencers must suit that age demographic to add value to your campaign.
2. Not giving your audience and influencers clear CTAs
The intention of your brand message should encourage the audience to take a step towards your brand. Give your audience a purpose so that they can engage with your brand in the way you want them to. Be it buying your product or services with a discount code or simply commenting on a post that’s relatable, everything will add value to your marketing results. Social media managers collaborate with influencers but fail to give a call-to-action in the posts which then generates no results. See to it that the influencers you choose are aware of what your intention is behind the campaign. This way your social media influencers will frame content that is in sync with your brand objectives.
3. Not keeping a check on whom your competitors are collaborating with
To find influencers, it is also important to see who your competitors are collaborating with. This will help you know what kind of influencers will suit your brand and industry. Moreover, once you know what scale of influencer campaigns they are executing, it becomes easier to select influencers. Brand managers often ignore competition analysis and end up choosing influencers that do not do justice to their campaigns.
4. Ignoring influencers’ past campaigns
Before collaborating with influencers make sure to examine their past campaigns and brand collaborations. Simply going by their number of followers will not help! Examining the past campaigns will help you choose better. Note their content style, audience interaction, and engagement. Moreover, see if the audience is responding to their content positively or negatively. All these factors will help gauge whether the influencer is apt for your brand campaign.
5. Unaware of influencers’ audience
Remember your influencer campaign will also be directed at the influencers’ audience. So make sure you know what kind of audience your influencers are catering to. This will have an impact on the success rate of your campaign. If the influencer audience does not match your intended audience then your campaign efforts will go in vain. So make sure you check the follower demographics of your chosen influencers and accordingly choose.
These five common mistakes can be pretty hard for your campaign success. Make sure to rely on an influencer marketing platform for a reliable influencer database and campaign planning.
Here are a few more blogs to help you with influencer marketing-
- Top 10 Questions Brands Must Ask Influencers Before Collaborating
- 10 Best Influencer Marketing Platforms Brands Should Bookmark For 2021
- Influencer Marketing Trends for 2021: Know What To Watch Out For