15 Things to AVOID When Working with Influencers
In the ever-evolving landscape of digital marketing, influencer collaborations have emerged as a powerful tool for brands seeking to amplify their reach and engagement. However, success in this arena is not guaranteed, and there are certain pitfalls that can lead to ineffective campaigns. In this article, we delve into the wisdom shared by Gretta Van Riel, a seasoned entrepreneur, as she highlights 15 crucial things to avoid when working with influencers. Let’s explore these insights to ensure your influencer marketing campaigns thrive.
1. Avoid Overloading Influencers
One common misstep is burdening influencers with excessive demands. Gretta emphasizes the importance of crafting an irresistible offer, especially if you’re requesting multiple deliverables. The key is to provide something of value in return, whether it’s an appealing product or a suitable budget.
2. Personalization Over Cookie-Cutter Responses
When reaching out to influencers, personalization matters. Generic messages not only lack authenticity but also fail to catch influencers’ attention. Gretta shares her astonishment at messages addressing her with placeholders instead of her actual name. A little extra effort in crafting personalized messages can go a long way.
3. Granting Creative Freedom
Imposing strict guidelines on influencers’ creativity can backfire. If influencers aren’t given the freedom to create content that resonates with their style, their content might come across as inauthentic. The audience can easily identify forced promotions, which can harm your brand’s credibility.
4. Clarity in Deliverables
Failing to communicate deliverables clearly can lead to disappointment on both sides. If you’re expecting a specific type of content, make sure to convey your expectations upfront. Leaving room for assumptions can result in misaligned efforts and unsatisfactory outcomes.
5. Simplicity in Initial Outreach
First impressions matter, and this holds true in influencer collaborations as well. Your initial outreach message should be concise and to the point. The goal is to elicit a response. Keep it simple by expressing your interest in collaboration and offering a glimpse of what you can provide.
6. Authentic Engagement Over Follower Count
Not all influencers are created equal. Gretta’s team emphasizes the need to scrutinize engagement rather than solely focusing on follower count. Influencers with large followings but low engagement might not yield the desired results. Authentic engagement is the key to effectively reaching your target audience.
7. Steer Clear of Fake Engagement
Fake engagement is a growing concern in the influencer world. Consistently similar numbers of likes and comments can indicate artificially inflated engagement. Brands need to perform due diligence to ensure they’re partnering with influencers who genuinely connect with their audience.
8. Clarity on Expectations
Clear expectations are vital for a fruitful collaboration. If both parties aren’t on the same page regarding goals and outcomes, the campaign might not align with your brand’s objectives. Before embarking on a collaboration, ensure that all expectations are transparently communicated.
9. Embracing Micro-Influencers
While macro-influencers might seem like the obvious choice, micro-influencers have their own unique advantages. They often boast higher engagement rates and cater to niche audiences. Brands shouldn’t underestimate the value these influencers can bring to their campaigns.
10. Crafting a Strategy
Jumping into influencer collaborations without a clear strategy is a recipe for disappointment. Before initiating a campaign, define your goals and the metrics you’ll use to measure success. Having a well-structured plan will guide your campaign’s execution and make it easier to track results.
11. Audience Alignment
Gretta underscores the importance of aligning an influencer’s audience with your brand’s target demographic. Irrelevant endorsements can fall flat and damage your brand’s reputation. A thorough assessment of an influencer’s audience is essential before making any commitments.
12. Avoid Problematic Influencers
Due diligence is crucial in evaluating an influencer’s online behavior and reputation. Controversial or problematic influencers can tarnish your brand’s image by association. Researching an influencer’s past interactions and controversies is a simple yet effective way to mitigate risks.
13. Consistency with Brand Values
Influencers serve as ambassadors of your brand. Therefore, their values should align with yours. Influencers who contradict your brand’s ethos can create confusion among your audience and dilute your messaging. Choose influencers who naturally resonate with your brand’s values.
14. Staying Informed on Influencer Trends
Staying up-to-date with trends in the influencer realm is crucial. Influencer marketing is dynamic, and the landscape is constantly evolving. Keeping tabs on the latest trends and developments will help you make informed decisions and stay ahead of the curve.
15. Researching Influencer Scandals
In today’s digital age, information travels fast. It’s essential to research potential influencers for any past controversies or negative interactions. Associating your brand with an influencer who has a history of problematic behavior can have serious repercussions.
In conclusion, influencer collaborations offer immense potential for brand growth, but careful execution is essential. Gretta Van Riel’s insights, drawn from her team’s vast experience in managing influencer campaigns, provide a comprehensive guide to avoiding common pitfalls. By heeding these tips, brands can establish meaningful, authentic connections with influencers that resonate with their target audience, driving the success of influencer marketing campaigns. Remember, success lies not only in what you do, but also in what you consciously avoid.
