Don’t Let These Mistakes Become a Part of Your Influencer Marketing

                                    Influencer Marketing: Six Mistakes that Brands Make

The world is changing rapidly and there are some key trends to observe. Instagram reported over a billion monthly active users, TikTok became the most downloaded app in 2018 and over 1.9 Billion logged in users visit YouTube every month. Clearly, social media shows no signs of slowing down and brands are actively exploring new ways of engaging with their customers on these platforms. Another trend that become dominant was how users have developed a resistance to ads and are looking for tips from people they trust while making active purchase decisions.

According to data, 74% of consumers use social media to make buying decisions. These key trends in parallel have given rise to what has become the fastest growing social media strategy, the world of influencer led marketing. Influencers, also referred to as Key Opinion Leaders (KOL’s) are essentially content creators with a high reach on social platforms and also have established trust in their micro communities. While ad-networks like Facebook, Google, Taboola, etc are great distribution platforms for branded content, they lack the authenticity and trust users seek in this world full of advertising. To counter these problems, influencers presented the solution. Authentic, organic, aspirational content coupled with a high reach was everything a brand could dream of. As we have seen, thousands of brands worldwide have partnered with hundreds of thousands of influencers to connect with their target audiences. While these partnerships started off majorly as barters, with rising demand for influencers, it wasn’t long before some serious marketing money got involved. As with any other marketing channel, the next obvious question is optimization of campaigns. The influencer marketing rush has grown, but so have the mistakes that brands tend to make in the way they use this channel.

The challenges are multiplied by the fact that influencers are real people who each have their own way of operating. Brands need to tread carefully and find the perfect balance between keeping the audiences’ trust and promoting themselves. While there are 10’s of aspects a brand has to think about while planning a successful influencer led campaign, here are some common mistakes that brands make which have a potentially large impact.

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