6 Reasons Influencer Marketing Campaigns Fail and How to Avoid Them
Influencer marketing is one of the most popular modes of marketing these days. The main reason for it is the connections that followers have with influencers. This puts the influencers in a powerful place where they can affect the decisions of their followers.
The popularity of influencer marketing has soared so high that it has outpaced print marketing.
Screenshot taken 24/06/2019 of trends.google.com
One of the major reasons for its popularity is also the fact that for every $1 spent on it, firms can achieve up to $18 in earned media value.
However, not all influencer marketing campaigns are successful. Many of them end up failing.
Here are some of the reasons why influencer marketing campaigns can fail.
1. Collaborating with the Wrong Influencers
The most straightforward reason for the failure of influencer marketing campaigns is partnering with the wrong influencers or fake influencers.
For instance, if you’re a fashion brand and end up partnering with a travel influencer, it likely will not help your campaign succeed.
Additionally, many influencers may have fake followers. Some of their followers may have been purchased or they may be bots. These “fake influencers” generally will not have high engagement rates. Collaborating with them may not give you good results.
That’s why it’s critical to partner with the right influencers for your brand. They should have good fan-following and high engagement rates. This will ensure that a lot of people notice your brand.
To find reliable influencers, you can use platforms like BuzzSumo and Influence.co. It allows you to post your campaign on the website, and the influencers can apply for it. You can search for relevant influencers for your brand on the platform too.
Screenshot taken 24/06/2019 of influence.co
2. Working with Influencers Only Once
One of the biggest mistakes that many brands make while doing influencer marketing is that of partnering with influencers only once.
You may think that there are loads of influencers out there with whom you can collaborate. However, when you end up filtering through them, you may realize that there is only a handful of influencers relevant to your brand.
While many one-off influencer marketing campaigns may succeed, others fail. The main reason for this is that the influencers may not be as aware of your brand voice and other related factors.
On the other hand, when you have a long-term partnership with an influencer, they’ll have a deeper understanding of your brand. And because of that, they’ll be able to present your products or services to their followers in a better way.
3. Assuming Popularity = Influence
Yet another reason why influencer marketing campaigns fail is because many brands mistake popularity for influence. Popularity might increase the reach of your sponsored posts.
However, influence means that the person should be able to affect the purchase decisions of their followers. The best measure of influence is the engagement rate.
Consumers want to see a lot more than just a famous person before they buy something. They want to see their peers who are experts in the niche actually using or praising the product. That’s why influencers can have a huge impact. Because consumers perceive the influencer to be one of them rather than a celebrity.
4. Not Measuring Enough
It is essential to measure your progress against your campaign goals. If you do not measure your progress, then you won’t know if your campaign was a success.
You may have got all of the other steps of influencer marketing right; however, missing this critical step sets you up for failure.
If you don’t analyze your campaigns, you won’t be able to improve their effectiveness in the future. For instance, your campaign may generate a lot of likes. However, if it isn’t getting you conversions or followers, it isn’t a success if those are your goals. And this is something you won’t be able to figure out without analyzing your campaign.
In order to measure your campaign’s success, you need to come up with a list of key performance indicators (KPIs). These could be the number of leads, increase in reach, number of engagements, increase in revenue, etc. You can set your KPIs based on your goals and then measure how well your campaign performed in comparison to your goals.
This will help you determine the success of your campaign. At the same time, you’ll also be able to figure out where you went wrong and where there’s scope for improvement.
5. Poor Relationship Management
You need to understand that influencers are much more than a commodity for your brand. It is crucial to establish and nurture your relationships with them before you collaborate with them.
If the influencers feel that they are just being reached out to for their audience size, they may not be very motivated to promote your brand effectively.
But if you try to make the influencer feel special and build a solid relationship with them, they will be more inclined to work with you. Even after you’ve finished your campaign, you should keep in touch with them and continue to nurture the relationship.
6. Focusing on Unnecessary Metrics
One of the biggest mistakes that brands make while choosing an influencer is checking meaningless metrics. For starters, the number of followers and the number of likes per post may seem like the only metrics you need to consider. However, you need to focus on your objectives rather than the numbers.
Your aim should be to build trust and increase your brand awareness instead of aiming for just more likes. If your influencers aren’t connecting with their audience well, the likes and number of followers will be of no use.
You should thoroughly understand their audience and analyze their engagement rate instead. This will help you figure out if their audience is similar to your target audience. At the same time, the engagement rate will help you understand if the audience is receptive to what the influencer is communicating.
Influencer marketing has tremendous potential for success and can help your brand rise above your competition. However, if you end up with wrong influencers or don’t properly analyze the results of your campaign, you may end up wasting your marketing budget.
Before you partner with an influencer, consider how influential they actually rather than their popularity. Lastly, ensure that you build solid relationships with influencers to unlock the true potential of influencer marketing.
What are the other reasons why influencer marketing campaigns fail? Let us know in the comments below.