With the rise of influencer culture in the digital age, social media has become Mobile marketingAs a result, user-generated content has never been more relevant. Nowadays, any internet celebrity with enough fans can successfully promote the brand to superstar through well-planned internet celebrity marketing strategy.
although Influence marketing It is a very useful tool. If improperly implemented, this strategy may cost time and money, dragging down any company’s advertising.
Fortunately, we have compiled the company’s most common mistakes in influencer marketing so that you can avoid them in the future.
Think it won’t work
Although it may be hard to believe, some companies simply refuse to view this strategy as a viable option. The fashion, video game, and fitness industries are markets that are usually associated with influencer marketing. However, it can be implemented in any department and any company.
Take out a page Apple’s marketing strategy Let others do the market for you.Companies like Apple have used social media Marketing with influencers to build a strong culture around their brand image. Consumer reviews of technical experts are usually their main advertising strategy when launching new products.
This marketing method offers many advantages.First, it significantly reduces the cost of recruiting marketers and advertisers, and helps brands to directly contact customers and establish Interactive Marketing Contact point.
Did not choose the right platform
Today, Internet celebrities are everywhere.In a world dominated by Instagram, YouTube, TikTok, Twitch and Twitter, it’s almost impossible to know anything Social media platform The most suitable brand and product for you.
Although the source is like Statistician Can tell you which are the most commonly used applications, these data are only for reference and too general.
Therefore, companies wishing to get involved in influencer marketing should check where their followers are most active in order to pave the way for potential influencers who can successfully interact with their audience and followers.
Lack of transparency
Let us be very clear about this: deliberately hiding information from potential buyers is not good for anyone. It damages the brand’s public image and the reputation of influencers, and it can also mislead the audience.
For the latter, more extreme situations (such as untrue comments) can be used as deceptive or false advertising in court. In general, it is strongly recommended that influential people make it clear that their content is sponsored.
In recent years, with the rapid rise of influencer marketing, the FTC (Federal Trade Commission) has begun to implement stricter monitoring and stricter guidelines on sponsored social media posts on platforms such as YouTube, Instagram, and TikTok.
Therefore, the FTC calls for more severe penalties for the following situations: Endorsement Guidelines Did not follow correctly.
Coverage is not the only indicator
When trying to develop the perfect Influence marketing activities, It’s important to understand What social media metrics are most importantUsually, companies fall into the trap of only looking at coverage, believing that the influencers with the most fans are best for them.
However, no matter how large the influencer’s audience is, if their content or posts Generate a high bounce rate, Then the event will be meaningless.
It is much more important to prioritize participation, that is, to see how important the opinions of influential people are.Different measurement ratios, such as click-through rate or Lead conversion Rates are also very useful when trying to determine how to handle the work of influencers during a marketing campaign.
Inconsistent throughout the campaign
Many companies mistakenly regard influencer marketing as a one-off thing, expecting immediate results and immediate sales growth. However, influencer marketing is no different from any other marketing activities.
In fact, when introducing a new brand or product to an audience, it usually takes a while for influencers to gain their trust. Remember, patience is a virtue when planning and executing marketing activities.
Failure to match the right influencer with the right product
As mentioned earlier, finding the most popular influencers and only looking at the number of fans they have is simply not good enough. Choosing a big name rather than choosing a niche influencer who is more specific or understands your industry is another common mistake.
In order to choose the ideal influencer to represent your brand, it is important to develop a strong influencer role.Very like Buyer, These profiles can help you find the perfect match for your campaign and product.
How about a hypothetical example? Suppose your company sells telecommunications products and services.Who would you ask to post a tutorial to explain How to fax documents online? There are two influencer roles to choose from:
- John, 24 years oldHe has more than one million followers on Instagram and is a very popular fitness influencer.
- David, 35. He runs a YouTube channel with more than 50,000 subscribers, uploading video blogs, comments and tutorials on gadgets and technologies.
If the company in this example is looking for the perfect influencer to explain How to receive a fax without a fax machine, David would be a better choice. However, if the company involved in influencer marketing is an evolving fitness apparel brand, John will be their perfect spokesperson.
Create non-original content
Launching eye-catching original works Marketing information It is an important part of advertising, and Internet celebrity marketing is no exception. Influencers and brands should try to design and publish memorable content to turn potential customers into buyers.
So how can companies do this? I thought of real examples from Sony and PlayStation 5. Spanish streamer Ibai Llanos (Twitch superstar with 5 million subscribers on the aforementioned streaming platform and 7 million followers on Instagram and Twitter) partnered with Sony to promote the release of its new game console.
Like many other influencers, Ibai promoted the opening of Sony’s new products. However, unexpectedly, the live broadcast turned out to be a horror short film directed by award-winning filmmaker Jaume Balaguero.
Viral marketing videos have more than 30 million views in a week. The result is the most unique advertising campaign launched by the company.
Oversell products
As mentioned earlier, building a strong brand image and attracting the attention of potential customers is as important as seeing an increase in sales. Companies that over-promote their products tend to do worse than companies that are committed to strengthening their brand image or simply creating compelling content.
Influencers who post too many corporate ads often reject their audience because their followers feel that content creators and related brands are desperately selling products.
Lack of cooperation between the company and influencers
It’s another mistake not to fully integrate influencers in the process of developing a marketing strategy. Unsuccessful partnershipNeglecting to introduce your brand image or the products you want them to promote to influential people can lead to embarrassment and very public confusion, as well as misunderstanding and distortion of your business.
After the COVID-19 pandemic, most marketing teams were forced to work from home.Fortunately, these departments can continue to develop advertising strategies remotely and implement Mixed work, Switch between occasional office hours and telecommuting. You should do the same to influential people.
Implement Collaboration tools Allowing influencers and advertisers to collaborate remotely can help keep everyone informed.For this, you should explore the growing application market File sharing for small businesses.
About the Author
Victorio is the associate SEO director of RingCentral, a global leader in cloud-based communication and collaboration solutions. He has more than 13 years of extensive participation experience in network and digital operations, and has extensive experience in network engineers, product managers and digital marketing strategists.
