Influencer marketing has flipped historical marketing strategy on its head with its success.
Navigating this new territory can be an intimidating task, so here is some insight on common mistakes and how WeAreTENZING can help you avoid them.
In the digitalised world we live in, influencer marketing has become the fastest growing
customer reach method. These are some reasons why influencers are an asset to your brand’s marketing strategy:
Here are the common mistakes that brands make when working with influencers to promote their brand and how WeARETENZING can help you avoid them.
The key to a successful campaign is finding the appropriate influencer to work with. The ‘right’ influencer is not only determined by the size of their following or how often they post. The influencer should be compatible with your brand’s image and message, so much so that customers should be able to make an immediate connection between the influencer’s and your brand’s core values.
Brands often make the mistake of not setting clear goals for their influencer campaign. This means the influencers are left in limbo about what is expected of them and the brand is unable to ultimately gauge how well the campaign went. Additionally, this makes the process more disorganised and results in unideal success.
Brands often fall into the trap of overpowering the influencer, where the brand calls all the shots and does not let the influencer be creative. This usually results in inauthentic and ‘copy-paste’ style content being created. On the other hand, brands also may leave the influencer entirely to their own devices after the initial briefing. The outcome of this can be content that is creative and well- made, but is totally off brand.
It is important to measure the effectiveness of the influencer campaign, referring back to the goals set out at the beginning. For example, if a goal was to increase engagement, social media analytics tools should be employed to measure how much it increased/decreased/ or stayed the same etc. Measuring campaign performance is key in gauging to what extent the campaign was beneficial for the brand and learning from mistakes to improving on for the future.
It is a common mistake to consider influencer marketing as a 'one-off' campaign. The brands that have the best results from influencer marketing utilize influencers on a frequent basis. The more a customer hears about a product or service, the more likely they are to trust the recommendation is truthful and real.