The Top 10 Influencer Marketing Mistakes To Avoid

Influencer Marketing Campaign Mistakes

Don’t Make These Common Influencer Marketing Campaign Mistakes

As part of our webinar series, we recently shared the biggest influencer marketing mistakes brands make. See and access the recording and presentation slides here:

Influencer marketing efforts are getting bigger, more effective, and more sophisticated all the time. Influencer marketing is a $1+ billion industry on Instagram alone and projected to reach between $5 and $10 billion as a whole this year.

Even amid the pandemic and recession, advertisers of all types are using influencer marketing to spread the word about products, brand values, events, promotions, and more. By partnering with influencers for product placements, endorsements, sponsorships, social media giveaways, collaborations, or other types of influencer marketing campaigns, brands can reach audiences with authentic and trusted voices.

Influencer marketing campaigns take a variety of shapes, but involve marketers setting goals, aligning messaging, selecting influencers, creating timelines, outlining deliverables, structuring influencer agreements and contracts among many other steps and processes and avoiding these common mistakes:

  1. Choosing an inadequate partner to manage campaigns
  2. Unclear KPIs
  3. Rushing planning and influencer selection
  4. Evaluating influencers based on the wrong metrics
  5. Inadequate outreach methods
  6. Failing to include key terms and details in contract
  7. Being unclear about brand identity
  8. Overly specific or controlling with creative
  9. Limited influencer tier and category testing
  10. Not utilizing long-term partnerships

While influencer marketing is effective for reaching and engaging with audiences on mobile and social, many marketers shortchange their results by making one or more of the above mistakes when planning, building, and executing influencer marketing campaigns.

Influencer marketing agencies exist to help brands and marketers safeguard against missteps, avoid costly mistakes, and to build campaigns that are both high-performing and cost-effective, use the right influencers for the right messages, and tackle goals with the appropriate and tailored tactics.

Here are some of the most common influencer marketing mistakes and how to avoid them. Please access our webinar recording and 38-page presentation for much more detailed information.

MISTAKE 1: NOT HAVING CLEARLY DEFINED INFLUENCER MARKETING CAMPAIGN GOALS & KPI’S

Clearly defined goals are a vital part of any marketing campaign — influencer marketing campaigns are no exception. Influencer marketing is inherently more authentic and more organic than most forms of traditional advertising, but that doesn’t mean that brands can or should rely on authenticity without targeted and specific goals.
Examples of influencer marketing KPIs include:

  • Awareness
  • Engagement
  • Social media followers
  • Site traffic
  • Sales
  • Brand lift
  • Sign-ups
  • Leads

Once clearly defined, influencer marketing campaign goals can be used to tailor efforts and best inform next steps and variables including: utilizing specific influencers with specific audience demographics, and determining the best type of tactic (e.g. sweepstakes, review, etc.), method of brand interaction (e.g. product link, brand social account, brand website), advertising channel and media content (e.g. Instagram post, Instagram Story, TikTok video, YouTube video, etc.), and more.

influencer marketing mistakes

Clear goals and KPIs help brands and marketers fine-tune campaign specifics to campaign goals. Planning and running an influencer marketing campaign focused on driving followers to a brand’s account will employ different tactics than an event activation leveraging influencers to kick off a product launch.

Without clear goals at the beginning of a campaign, brands and marketers may end up wasting time, effort, and resources planning and carrying out the wrong strategies — which will leave them with underperforming campaigns.

Influencer marketing agencies can help develop clear goals by coordinating with brands to determine what’s most important — be it sales goals, social engagement goals, brand awareness, or some combination therein. Agencies have the necessary expertise to help brands define their goals, outline strategies, and effectively achieve their desired results.

MISTAKE 2: CHOOSING LOW-QUALITY, UNVETTED SOCIAL MEDIA INFLUENCERS

An influencer marketing campaign is only as good as its influencers, and more and more, there are a lot of influencers of varying and questionable quality.

Properly vetting and reaching out to influencers is an integral part of a campaign’s success planning — a process that’s oftentimes rushed by most brands and advertisers. It’s critical that brands work with influencers whose values and messaging are in line with brand ideals and whose core audience consists of the demographic that brands are looking to reach.

influencer marketing mistakes

Brands also want to avoid partnering with influencers who don’t deliver or whose track record is unproven. Just as some influencers are better at editing than others, some influencers are better at connecting with audiences and effectively conveying messages that result in conversions than others.

Not all influencers are the same, and there are good and bad fits for every campaign.

When structuring influencer marketing campaigns, it’s key that brands and marketers reach out to someone with experience in influencer marketing who can help select and vet influencers to make sure they fit the campaign goals.

Influencer marketing agencies maintain relationships with influencers who have a proven history of effective campaigns. By using an agency, brands can access insight into influencers’ performance that’s more than vanity metric-deep.

MISTAKE 3: LACKING WELL-DEFINED & CONCRETE CAMPAIGN DELIVERABLES

Campaigns of all kinds run on deliverables. Influencer marketing campaigns are no different.

Whether brands are looking to review content before it’s posted, adjust messaging, fine-tune posting timelines and schedules, or ensure the proper video parameters for an Instagram post vs. TikTok video, it’s important that all influencer campaigns have clear and concrete deliverables.

influencer marketing mistakes

Some influencer marketing campaigns are simple and include relatively few deliverables — perhaps a single Instagram post that includes a caption and hashtag. Other campaigns are more complex and naturally require more deliverables.

For campaigns that involve multiple posts across social channels, it’s crucial for brands to outline expectations and well-defined deliverables in an agreement or contract before commencing the campaign (see influencer marketing mistake No. 4 below).

Deliverables help brands measure campaign progress and success, and the ability to analyze those deliverables allows brands to adjust and optimize campaigns as they progress.

Influencer marketing agencies can help coordinate deliverables by working with brands and influencers to determine content strategy and structure campaigns around realistic and beneficial timelines. By structuring campaigns and adjusting them as deliverables and goals take shape, influencer marketing agencies optimize campaigns and help brands get the most out of their influencer marketing efforts.

MISTAKE 4: FAILING TO STRUCTURE INFLUENCER AGREEMENTS & CONTRACTS PROPERLY (OR NOT DOING THEM AT ALL)

Influencer agreements and contracts are some of the most important aspects of an influencer marketing campaign because they protect brands and influencers from potential missteps, mistakes, and failures.

Related to the issue of deliverables, influencer agreements and contracts make expectations clear upfront and mitigate confusion and miscommunication between brands and influencers. Contracts that are incomplete or are riddled with mistakes, oversight and loopholes threaten to hurt brands and turn campaigns into liabilities.

influencer marketing mistakes

For example, contracts between influencers and brands that explicitly state the requirement of a Federal Trade Commission complaint disclosure on influencer-posted content eliminate confusion around the need for disclosures.

Additionally, brands should consult with social media influencers before recycling content intended for a specific audience and created for a specific campaign and/or social media channel.

Republishing or resharing content without permission and/or without giving credit to the social media star may at the very least adversely affect the company’s relationship with the digital influencer and at worst, tarnish the brand’s reputation amongst both influencers and audiences.

Contracts don’t have to be difficult, but they do have to be properly executed. Influencer marketing agencies are experts in dealing with contracts between influencers and brands and can ensure that a brand’s bases are covered.

Having planned and carried out dozens of influencer marketing campaigns with different goals, different influencers, different deliverables, and different end results, agencies have the requisite knowledge base to help brands create campaigns that are effective and are enforced and protected by contracts that outline expectations and provide guidance for disclosure compliance, messaging, brand association, and more.

MORE INFLUENCER MARKETING MISTAKES BRANDS MAKE

To learn more about the most common influencer marketing mistakes including influencer outreach, overly controlling influencer creative, and a list of questions to vet potential influencer marketing partners, please check out our free webinar recording and 38-page presentation here:

Case Study: Snapchat Real Friends Campaign Leverages Instagram Influencer Marketing To Boost User Growth

snapchat-real-friends-campaign

The Snapchat Real Friends campaign has taken to the spotlight, exposing part of Snapchat’s plan to win back social media users and refocus users’ interests on “real” life. Below, we explore Snapchat’s global campaign and the immediate results of its influencer marketing efforts.

Snapchat Global Campaign Showcases #RealFriends With Instagram Influencers

It’s no secret that the flagship product of Snap Inc., Snapchat, has been having a tough time over the last few years. With Instagram’s Stories swallowing up much of the market share, top influencers have migrated in large numbers to Snapchat’s more lucrative rival.

Snapchat has, however, somewhat steadied the ship in 2019. Overall growth has been underwhelming but consistent, maintaining a solid user base of 200 million. It’s also still wildly popular among younger audiences and gaining traction among those over 25-years-old, too.

snapchat-real-friends-campaign-

Snap has historically been fairly reluctant to conduct large marketing campaigns. Last year the company launched its first TV ad campaign, which took direct aim at Instagram in a bid to mark itself out and revitalize Snapchat in the short-form video social media scene.

This is a key strategy for Snap for 2019 after hiring two new executives in late 2018 and its first Chief Marketing Officer in April 2019 to improve its fortune in its battle with Facebook. The appointments have so far proved very successful for Snap.

Instagram Influencer Marketing Case Study: How Snapchat #RealFriends Campaign Snubs Instagram To Regenerate User Growth

Snapcaht’s global campaign, #RealFriends, seeks to take advantage of Instagram’s increasingly negative perception by users—principally, that the platform landscape is dominated by aesthetic-focused, photoshopped, posed, or otherwise inauthentic content.

This campaign push is an attempt to position Snapchat as the go-to platform for sharing real moments, and not “trying to look pretty or perfect”—as their campaign press release notes in a clear jab at Instagram.

snapchat-real-friends-campaign

This plays into Snapchat’s hands as the pre-eminent “feel good” app. Respondents indicate that 95% of users feel happy while using the app, more than any other social media platform.

Snap is known for having no presence on Instagram, but cleverly used the platform for their influencer marketing push. They partnered with “quote influencers” for the campaign in a hashtag takeover that began on July 29, the day before International Friendship Day.

Goals

  • Drive awareness of Snapchat as the “happy” app for users in contrast to Instagram
  • Promote engagement among followers of quote influencers and emphasize Snapchat’s “real friends” push
  • Establish a brand voice which resonates with users on other platforms as Snap tests new marketing strategies

Approach

  • Channel – Instagram
  • Influencers – Motivational and inspirational quote accounts
    • Sample of 75 influencers
    • 35 mid-tier, 27 micro, 8 nano, 3 mega, 2 macro

Preview of Influencers

Themes

  • The hashtags used were consistent among all posts, with #RealFriends and #FriendshipQuotes featured exclusively
  • Influencers uploaded one post each, a simple solid yellow square with a quotation and the Snapchat logo in the bottom-left
  • The aesthetic remained constant, though there were a wide variety of quotations
  • The post captions all used the same template, simply saying “Brought to you by Snapchat.”

Results (75 posts)

Social Reach

  • Instagram followers targeted: 13,837,430

Engagement

  • Likes: 121,864
  • Comments: 1,900
  • Engagement rate (overall average): 1.25%

Poems Porn

Poems Porn is the largest account that was involved in the campaign. With 2.6 million followers, it is well within the realms of mega-influencer territory. The post features a quotation from Jim Morrison with the caption: “Brought to you by Snapchat. #RealFriends #FriendshipQuotes.” This caption format is followed by all the influencers in this case study.

The post received 23,174 likes and 239 comments for an engagement rate of 0.90%—slightly below the overall average for the campaign.

Positivity Embraced

Positivity Embraced is a micro-influencer boasting 24,000 followers. The account posts quotes almost exclusively on yellow backgrounds, meaning Snapchat’s campaign format fits nicely with the influencer’s established aesthetic style.

The post featured the campaign caption and tags with a quotation from musician Joan Jett, “You don’t lose when you lose fake friends.” The post achieved 1,021 likes and 10 comments for an engagement rate of 4.31%, the highest performer of any post in the campaign.

So She Slays

So She Slays is a mid-tier influencer with 327,000 followers. This account differs from others in that it regularly features personalities who share their stories on their affiliate website. Their post for the campaign notably also featured the same Joan Jett quotation that Positivity Embraced used, suggesting that influencers were given a choice of what to use.

In contrast to Positivity Embraced, the Snapchat promotional upload stands out strikingly on their feed—bright yellow on a mostly white, pink, and pale orange page. With 6,808 likes and 120 comments, the engagement rate was 2.17%, among the more impressive of performers.

Spiritual Awakening

Spiritual Awakening is another mid-tier influencer, with 180,000 followers. The majority of content on the account deals with positive affirmation. The sponsored post for Snapchat displays a quotation from Gandhi, with the consistent caption and tags that feature across the campaign.

With 208 likes and 2 comments, this post was the worst performer of the entire campaign, earning an engagement rate of 0.12%. By the standards of typical engagement rates found with this tier of influencers, it’s a low rate and well below the average of the campaign.

Takeaways

  • Snapchat is keen to raise awareness of the brand as a feel-good platform in a period when leading social media giants are receiving a lot of flack.
  • Marketing on Instagram could be the first step of more prominent campaigns that the company has shied away from in the past—it’s no coincidence this is after hiring its first CMO in April.
  • Snap Inc. is looking to build upon a recent upturn in success and differentiate itself from Instagram Stories as much as possible.
  • They want to build on the app’s popularity with younger audiences and consolidate gains among the Millennial and Gen Z demographics.

4 Ways That Brands Market With Influencers

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The Top 4 Methods Brands Use To Market With Influencers

There are dozens of different ways that brands partner with influencers. Every influencer marketing campaign is different, tailored to meet the nuanced needs of different industries, goals, platforms, content, creators, products, and more. That said, there are some key types of influencer partnerships that brands use to promote brand recognition, products, and initiatives.

By now, much of the world is familiar with the #sponsored content phenomenon. We often use “sponsored content” as a general term to describe content that has some degree of brand involvement, but not all sponsored content is the same, nor does it achieve the same types of results. To learn more about how influencer marketing campaigns take shape and how different types of campaigns accomplish different goals, here are four ways that brands market with influencers.

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Behind Facebook's Video First Growth Strategy

facebook-stories

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The Secret Behind Facebook Stories’ Growth Strategy & Snapchat’s Demise

In roughly one year (2016 to 2017), Stories content grew 15x faster than news feed content. Stories (currently available on Facebook, Instagram, Snapchat, WhatsApp, and Messenger) is a new type of social media and short-form photo and video content easily digestible and captured from one’s mobile phone.

Snapchat pioneered Stories in 2013 and it helped Snapchat grow incredibly fast during this period until 2016 when Facebook-owned Instagram rolled out its own version. Facebook launched Stories first on Instagram in 2016 – next came Stories for Messenger followed by Facebook’s own version of Stories and finally WhatsApp (dubbed “Status”) in 2017 (all of which are Facebook-owned social media properties)

To continue fueling its user growth (now upwards of two billion monthly active users) and attracting mobile-first younger demographics, Facebook in recent years has staked its growth strategy on a “video-first future” tied strongly to in-app camera use and activity à la Stories. See how Facebook leveraged Stories and a global user base to shut out competition (i.e. Snapchat), adapt to a changing social and digital landscape, and grow to new heights.

Continue reading “Behind Facebook’s Video First Growth Strategy”

Snapchat Earning's Performance Is Plummeting: Q1 2018 Results

snapchat-earnings-call

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Making Sense of Snapchat’s Earnings Call

On May 1, 2018, Snap Inc. announced its Q1 2018 results. In a violent turn from its impressive Q4 2017 performance, the Snapchat parent company recorded one of its worst quarters in company history. User growth has stalled and revenue has dipped, leaving many wondering: Is Snapchat on its way to the grave?

Immediately following the announcement, Snap Inc. share prices plummeted by roughly 15%. Amidst rumors that Snapchat is dying, the disappointing quarter creates additional challenges for the app to overcome.

Here we’ll delve into Snap Inc.’s disappointing Q1 2018 results, offer insight into what factors may have contributed to its rocky start to the year, and speculate its implications for the wider influencer industry.

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Snapchat's New Insights Tool: Too Little, Too Late For Top Influencers?

snapchat insights influencers

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Top Influencers Weigh In On Snapchat’s Insights Tool & Its Support (Or Lack Thereof) For The Creator Community

Snapchat’s relationship with influencers can be boiled down into two words: it’s complicated.

Unlike competing platform YouTube, which fosters positive creator relationships through initiatives like Play Buttons, Super Chat, its annual Rewind video, and YouTube Red, Snapchat has been repeatedly criticized for failing to support influencers. As a result, many have left the platform.

However, recent events indicate that Snapchat is turning the tide with influencers. Following an extremely successful Q4 2017, Snapchat just announced a new analytics tool called Insights. The tool will provide data to influencers, giving them the information they need to grow and thrive on the platform.

Here we’ll take a closer look at Insights, examine Snapchat’s complicated history with influencers, and discuss why influencers are central to the app’s success.

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