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Influencer Marketing: Six Mistakes that Brands Make

Influencer Marketing: Six Mistakes that Brands Make

Influencer marketing is a form of social media marketing involving endorsements and product placement from influencers, people, and organizations who have claimed an expert level of information or social influence in their field.

It focuses on using key leaders to drive your brand’s message to the larger market. Rather than promoting in larger groups of consumers influencers are paid to share word of mouth. Although people use word of mouth marketing and influencer marketing interchangeably, there’s a difference between the two. Influencer marketing pays influencers to promote the brand through word of the mouth whereas it is not necessary for word-of-mouth marketing to use an influencer. When every influencer marketing comes under the word of mouth marketing not every word of mouth marketing can be classified under influencer marketing.

A lot of social media marketing has been overtaken by influencer marketing and is now spread across multiple mediums. Influencer marketing agencies like Confluencr.com have made their way through to connect any brand/company with influencers who can market them through influencer marketing campaigns.

Influencer marketing is a great way of targeting a niche segment of the audience. Since marketer uses the internet and social media for influencer marketing it is relatively cheaper than traditional mediums of communication. Usually, influencers have a lot of followers who have similar interests as them. This particular factor makes it easy for a brand to go to one influencer and when the influencer talks about the brand it reaches the target audience without any extra effort on the brand’s part.

The audience nowadays has a short attention span and often don’t have the patience for advertisements. Due to this, influencer marketing seems rather a natural way to communicate with brands. It can be done in several ways, an Instagram model promoting a fitness product or a cosmetic brand, a dancer promoting a kind of speaker or music app. Influencer marketing opens a lot of opportunities for the brands. Neilson’s report suggests that 92% of people trust recommendations from individuals rather than watching an advertisement on television.

Key Components of Influencer Marketing :

1. Planning Influencer Marketing Strategy:

A well-planned strategy with careful thought is essential. A marketer can create workbooks and spreadsheets to analyze and interpret. This strategic planning can help in client building and relationship management as well.

2. Influencer Identification and selection :

The selection of the right influencer to reach the right target audience is a vital component in influencer marketing.

Mistakes done by brands :

1. Lacking a detailed campaign plan :

Influencer marketing is relatively convenient but doesn’t mean brands can take it lightly. A detailed campaign is still necessary. Planning a campaign and scheduling specific promotions every day is important.

2. Sole focus on followers count :

Though the number of followers is a guaranteed reach it cannot be the only criteria while selecting influencers. There can be fake followers or influencers can have low credibility. The brand should be aware of such details. The following image shows how micro influencing can be successful.

3. Selecting only one social media platform :

Opting for only one social media platform can restrict the brand. Strategic selection and regular communication are key points when it comes to influencer marketing. The selection of one platform can be an actual hindrance and will prevent a brand from achieving its goal as well.

4. Making a one-time deal :

A collaboration deal should be like a relationship. One time deals can affect a brand’s credibility. Once a brand finds an influencer it is important to keep them. Social media can offer many influencers but that doesn’t guarantee that anyone can fit with your brand and its campaign.

5. Assuming that influencer is someone who works for a brand :

An influencer is an equal unit in the brand-influencer relationship. The influencer has some power and credibility in the field due to which they have been selected for the job. The brand cannot act as a ruler over the influencer. ‘I pay you so do what I say’ attitude cannot be beneficial. Influencers should be treated as an equal, a partner. Providing a certain level of autonomy to the influencer can be useful.

6. Ignoring legal responsibilities :

Under influencer marketing, both brand and influencer have certain responsibilities. A paid post should mention it as paid or sponsored. A hashtag like #Ad can also be used. This prevents consumer manipulation. Although these rules might be generic and seem unimportant not following them can lead both brand and influencer in big trouble.

These simple rules can be extremely beneficial for the brand. The six rules can help brands in avoiding mishaps. This can help create a successful campaign to target the right audience.

Author Bio: Shweta Singh

I am an aspiring Lawyer and a Content Writer.

I believe that every business has a story and I thrive to tell that story to the world through my writing.

I have been writing for influencer marketing for a long time for www.confluencr.com and have grown exponentially with the industry.

With Confluencr, I have learned that quality content + targeted marketing can do wonders to not only businesses but to any individual.

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