How to Avoid Influencer Marketing Mistakes

In 2022, the global influencer marketing market has reached 15 billion US dollars, and 89% of brands and advertisers have incorporated influencer marketing into their marketing mixes. For many brands, influencer marketing has proven to be more successful than traditional advertising in connecting with consumers.

Influencer marketing ranks highest for trust across all generations, beating brand websites, TV ads, newspaper ads and editorial content, according to Nielsen data.

However, brands often hesitate before deciding to launch influencer marketing, because influencer marketing brings a certain level of uncertainty to the brand: Is it safe to let influencers or agencies lead brand marketing activities?

In fact, with the right guidelines and the right planning, brands can mitigate the risk of this loss of control. Here are five influencer marketing pitfalls and some lessons to avoid.

1. Fear of negative reviews

In the process of influencer marketing, brands have let go of direct control over the display of influencer videos. As a result, brands are often worried that influencer fans will post comments after watching a video, causing too much negative information.

Because consumers can freely interact and express what they like or dislike about sponsors and their products, some brands will be very cautious about choosing influencer marketing.

Advice: Don’t be afraid of negative emotions. Research has shown that a mix of positive and negative reviews can actually increase consumer trust.

While the reactions of fans are not under the control of the influencer creators, brands can make a clear request at the beginning of the script: influencers should avoid negative tone and message output.

In addition, in the course of the influencer marketing campaign, we can agree with the creators: sharing is the main thing, let people know that influencers want to share their stories and opinions.

2. Hard Ad. Implantation is bland

Influencer marketing is often unsuccessful because of direct output of boring or uninteresting brand messages.

People are fed up with what brands are saying and creating — in fact, research shows that only 1% of millennials trust brand advertising. Consumers prefer stories about them rather than slogans for branded products.

Recommendation: Rely on the power of storytelling, not facts or statistics – 63% remember stories, only 5% remember personal statistics.

The success of influencer marketing depends on the ability of influencers to connect with fans and inspire consumer behavior through real stories.

When doing influencer marketing, we can design a script with a core story and encourage influencers to tell it in their own way to suit the tastes of fans.

3. Failure to pay attention to FTC disclosure requirements

Many countries and regions require advertising and marketing to disclose to consumers “an advertisement is being made at this time”, “this video is sponsored by a business” and other content.

If you do influencer marketing in the United States, you need to pay attention to the advertising requirements of the FTC US Federal Trade Commission. The FTC requires all influencers to disclose sponsored content, whether in blogs, social media posts or videos.

Recommendation: Make disclosure a priority from the start. Explain the importance of disclosing sponsorship information when communicating with influencers, and pay attention to brand sponsorship information when reviewing influencer scripts and comment styles.

Still others choose to partner with an influencer marketing platform that automatically discloses sponsorship information through mandatory graphics on each sponsored post or other trackable methods. These platforms can also quickly identify influencers who have not disclosed their affiliations.

4. The type of influencer is inconsistent with the brand audience

75% of marketing professionals say matching the right influencer for a brand is the biggest challenge in influencer marketing.

Brands and marketing agencies need to seek influencers whose audiences align with the brand’s target audience, although some brands don’t understand the different types of influencers. For example, there is a difference in audience types between chefs who make affordable food and creators who make fine dining. Partnering with the wrong type of influencer can expose brands to the wrong audience.

Suggestion: Before contacting an influencer, clarify the type of influencer and the selection criteria. Brands need to consider the influencer’s area of ​​expertise, creative quality, shooting skills, fan engagement rate, and posting frequency. Choose influencers who are closely aligned with your target customers and marketing goals.

5. The target internet celebrity is too niche

Brands generally pre-set many screening conditions when selecting overseas influencers. It should be noted that being too picky may hinder the success of overseas influencer marketing.

The more Internet celebrity characteristics, the fewer qualified celebrities. Additionally, recruiting a group of influencers who fit their fan audience can be more difficult if the campaign cycle is short.

Suggestion: If you want to become a niche market and want to find niche influencers, brands need to plan their time and prepare more time for overseas influencer marketing projects.