Influencer marketing has become an integral part of social media marketing. Influencers tend to have large social media followings of their own. You can bring influencers on board to market your brand in numerous ways. Combine your brand’s following with that of an influencer’s brand following. Add their skills and creativity to this and here’s the perfect formula for a good social campaign.
But, whether you are new to the concept of influencer marketing or not, there are a few things that you should be keeping in mind. For an influencer marketing campaign to pan out perfectly, you need best possible influencer marketing practices. If you want your engagement rates to go up, you need to let go of outdated influencer marketing practices.
We have put together a list of all the outdated influencer marketing practices you need to get rid of. Here, we have also provided the influencer marketing practices you need to follow to get the maximum ROI:
1. Focusing on The Wrong Numbers
One of the influencer marketing tips to avoid is the focus put on vanity metrics while selecting an influencer to bring on board. The very point of having an influencer marketing campaign is to impact audience’s purchase and lifestyle decisions. Influencers with larger following need not necessarily have good engagement.
It is better to partner with influencers that have fewer followers but more engagement. Higher the engagement, more lucrative will your partnership be. The content quality should also determine which influencer you would want to bring on board. Pick influencers who may not have very big followings but are producing good quality, creative content that is generating engagement. Focusing on quality over quantity will help you generate reaction from your audience.
The larger the following and popularity of an influencer, the more difficult they can be to approach. Moreover, partnering with very popular influencers can turn out to be as costly as partnering with a celebrity. By working with influencers with fewer followers, you can cut down on costs which may have been spent on a relatively unfruitful partnership. If you have the budget for it, you can actually work with different influencers at the same time.
A partnership with an influencer that has a relatively small follower base offers a win-win situation for both parties. The influencer brings his content creation skills and engagement to the table. In return, you may offer some form of incentives to the influencer and more visibility.
2. Overly-detailed Influencer Marketing Campaigns
Influencer marketing campaigns that are overly detailed are outdated influencer marketing practices. The number of influencers across the globe is very high and it is only going to go up. There are influencers across niches and fields. From sports to fitness to arts and food, there are influencers specializing in all spheres.
Influencers are well versed in their respective crafts. They produce great quality content that has generated good levels of engagement. When you enter into a partnership with an influencer, you cannot make the campaign rules too specific. It is important to provide them with a campaign message. However, if you give very specific instructions, they will end up creating poor quality content.
Overly detailed influencer marketing campaigns will result in content that will appear to be inauthentic. The influencer will lose their own style and voice in efforts to match up to your expectations.
Making them go completely by the book will not bring out the best results. Lay out the ground rules and the basic deliverables. Beyond that, leave it to them. By doing this, you will be able to optimally leverage their content creation skills.
3. Not Amplifying Influencers’ Content
While you’re at it, make the most of this influencer marketing partnership. One outdated influencer marketing practice is not remarketing influencers’ content featuring your brand.
You should use influencer-generated content for your social accounts. Make the most of your partnership by putting all the influencer-generated content featuring your brand on the platforms you are using. This will serve the purpose of more engagement. When an influencer uses or recommends a brand, it becomes credible for their audience. As a result, the fact that your brand will associate with an influencer will help your business earn goodwill.
For instance, you can use the Regram option on Instagram to re-post content shared by an influencer that features your brand. You can also share influencers’ content through the ‘Share as story’ feature.
4. Using Unoriginal Pitches
Approaching influencers with the same old, internet sample pitches is an outdated influencer marketing practice. You need to frame well-crafted, personalized pitches for every influencer that you ever approach. Assuming that many other brands may also be approaching an influencer, your mail may actually go unnoticed.
You need to make sure that your mail/message stands out. You should clearly lay out what you have to offer to them. Draw their attention to how your partnership can turn out to be a win-win for both parties. It is very important to assert on how the influencer marketing campaign will add value for them.
5. Lack of Transparency For The Audience
Many of you may have noticed content posts with the ‘sponsored’ tag or the ‘paid partnership with…’ tag on Instagram. This is being done to provide maximum transparency to the audience regarding the influencer-brand relationships. It is important to flag content according to the nature of partnership.
As the audience is becoming more and more sensitive, they can easily identify content that is not authentic. The audience is well versed with their content and tone. As a result, it is important to clearly specify the nature of partnership for all influencer content associated with your brand.
Each social media platform follows its own set of rules for disclosing the relationship. On Instagram, you can simply add the paid partnership tag. Facebook and YouTube come with their own set of rules through which you can declare your partnership. Adding appropriate captions/creatives with hashtags such as ‘#paidpartnership’ or ‘#sponsored’ should work for your content posts.
Influencer marketing if done right can be fruitful for your brand. But to derive the maximum ROI on your efforts, you need to let go off some influencer marketing practices which are outdated. Here are some of the practices and how you can fix them:
- Select influencers on the basis of their engagement than on the number of followers
- Allow influencers to use their creativity rather than putting strict rules and briefs
- Sharing influencers’ content featuring your brand optimally
- Crafting well framed, personalized pitches for your prospective influencer partner
- Being transparent about influencer-brand partnerships through tags or hashtags across social media platforms