Creating and executing an influencer campaign involves many logistics and hurdles that can be difficult to wade through. It’s easy for brands and influencers to get sidetracked or delayed with miscommunication.
When negotiating terms and discussing overall vision, a few common threads come up in infuencer marketing campaigns. Here are some common road blocks and tools for brands and influencers to adjust.
First mistake: Not setting clear campaign goals upfront
Every business activity is designed with a clear goal in mind, and a brand’s influencer marketing campaign should be no exception. This crucial step is often overlooked by marketers, which can lead to unsatisfactory results such as low engagement rates or low ROI (Return On Investment) or ROAS (Return on Advertising Spend).
Before you launch a campaign, it is important to clearly define your objectives. Do you want to raise brand awareness? Drive sales? And how will you define these results? Which metrics would you like to use for this?
If you’re an influencer, a brand with clear goals will make your job even easier as a collaborator. You’ll be able to tailor your content to the goals and vision outlined by the brand. If you feel a brand hasn’t been clear about their goals, make sure to ask any questions you feel would help clarify your role.
How to fix it: Define your goals
Ask yourself: What do I want to accomplish with this campaign?
Are you looking to grow your social media presence and increase your followers? Perhaps you are looking to increase conversion rates. What about gathering more data and insights from users that can be used for your business and marketing goals? No matter what your goal may be, make sure you clearly define it and keep it handy. If you get stuck in the creation or development of a campaign, you can always refer to your goals and rebuild your campaign.
Influencers, make sure to ask questions up front and throughout the process. If a brand doesn’t have clear goals or directions for you, they might not be an ideal collaborator for you.
Second Mistake: Working with the wrong Influencers
You might be tempted to hire Kylie Jenner as your next influencer campaign. Imagine your product being promoted to nearly 250 million followers. That should be enough, right?
It’s not quite true. Kylie’s agent can help you if you are in the beauty industry and can afford to pay $986.000 for a sponsored post.
Kylie Jenner is not a good choice if you sell software solutions or fast food. This applies to all influencers that you are considering for your campaign.
Marketers make the most common mistake of focusing solely on followers to hire influencers. Collaboration with the wrong influencer could potentially damage your brand’s reputation. Before you contact influencers, it is important to look beyond their followers and conduct detailed research about them. You should treat them the same way you treat your employees before hiring them - they represent you and your business, so investing time to find the right ones will pay in the long term.
Collaborating with an influencer is more than follower metrics. Make sure that they’re a great representative for your brand and they have great engagement with their community.
Influencers, do you feel that the brand you’re partnering with has a mission you align with? Would you be proud to speak on their behalf?
Remember to be cognizant of your community and how they would feel. Would your audience be open to purchasing from them, or receptive to your partnership?
If you don’t feel that the brand has clear goals or aligns with your values, maybe they aren’t the best partner for you.
How to fix it: How to choose the right Influencers
When you weigh which influencers to work with, consider brand relevance, influencer type, and relationship with their audience. You should choose an influencer who is related to your brand, or at the very least in the same industry. Analyze the relationships this influencer has built with their followers. These are the indicators of a higher engagement rate. The influencer that takes the time to answer questions and comment on followers is more likely to have high engagement rates. It is important to note that if they have more than 10K followers, but receive very few comments or likes, it could indicate low engagement or fake followers.
For influencers, make sure you thoroughly review the brand’s track record. Do they have great product reviews? A reputation for treating their employees well? You want to make sure that they are a reflection of your own values and vision.
Third mistake: Poor or overly detailed briefs
Influencers are creative and innovative, but they still need guidance in order to launch an influencer campaign. They won’t be able to effectively promote your products and services if they are given a poorly designed brief or bare bones outline. Before they promote your product or services,an influencers needs to be able to explain the benefits and features. If your brief is not clear, it will fail.
Although exceptionally detailed briefs may seem like a good idea, they can be problematic. A brief that contains too many terms and conditions can restrict the creativity of any influencer. They are creative professionals who specialize in their field, and they can offer unique perspectives and strategies you might not have considered.
Influencers, make sure you bring details from your past campaigns to the table. Share steps you’ve taken to create content and collaborate with brand partners. This will help establish a “baseline” and give a brand clear expectations of how you might work together so you can establish a middle ground
How to fix it: Give more information
Keep in mind that influencers need to know about your product/service and how it fills a need. Also make sure to share details on your brand vision and any guideposts they should follow. This can add value to your overall campaign and make sure your goals and their content is aligned.
Influencers should make sure to ask clarifying details about anything confusing or unspecified. You are bringing a valuable service to the table. In order to do your job the best way you can, a brand should be clear about next steps, goals and overall branding.
Managing an influencer campaign can feel daunting, and there are a great deal of details to keep track of while negotiating and setting expectations for a campaign.
If you need help finding influencers that align with your brand, get in touch with us here.
If you’re an influencer in need of more help with your brand collaborations, consider applying for a advisory membership with us.