Want to dive into the deep end when it comes to creating an influencer marketing campaign? Look before you leap! Here are some common misconceptions about influencer marketing.
“I NEED TO PICK PEOPLE BASED ON THEIR AUDIENCE SIZE IF I WANT RETURN”
Selecting the right content creators, experts and influencers to work with can make or break your campaign. More does not mean better in all cases.
While it’s true that working with someone who has a following in the 10K-100K range is going to produce a different scale of results than working with someone who has an audience under 5K, the most important thing is that the brand and the influencers’ audience are aligned.
In order to ensure that there is alignment, you’ll need the following information about their followers:
- Demographic information
- Audience location
- Brand affinity and interests of their followers
It’s important to check this with a backend tool or request the information because the demographics might surprise you in some cases. Agencies (like us!) invest in platforms to not only find the right people to work with, but get a clear picture of what their audience and metrics are like.
All numbers and data aside, you should always select people who have values that clearly align with those of your brand. If they would never consider using your brand if you didn’t pay them to promote it, and/or it seems like a stretch, that should be a red flag or stopping point. As much as possible, you want to find a natural fit.
“INFLUENCER MARKETING DOESN’T WORK FOR MY BUSINESS/BRAND OR ISN’T FOR ME”
Influencer marketing can be used for any brand or company, whether it’s a toothpaste company or a new bank service. One of the biggest benefits of influencer marketing is the authentic voice that it can lend to a campaign. If you are selling a product, keep in mind that consumers like to see how real people use something before they purchase the product themselves.
Let’s review the four most common goals of influencer marketing campaigns or activations:
- Revenue generation
- Brand awareness
- Customer retention
- Brand advocacy
Of these four, activations and partnerships with brand awareness and advocacy goals perform the best for ROI (according to a Traackr webinar called Navigating Influence 2.0). Translation: influencer marketing is best suited to drive awareness and create stronger connections to your brand.
Not only can influencer marketing contribute to your bottom line and convert to sales, but the importance of positive brand awareness and remaining top of mind to consumers is valuable. It is also important to consider how your goals are going to be expressed through the appropriate content and messaging and how audiences will react to the content based on this platform.
“IF I SEND THEM MY PRODUCT MAYBE THEY WILL POST ABOUT IT FOR FREE?”
Maybe indeed! But in our experience, you’d need to be sending it to a super targeted list that has a previous affinity to the brand, and the media kit better be customized with exquisite presentation and personalized touches that really wows them.
Full-time bloggers and content creators are BUSY. Especially for influencers who get kits like this all the time (those with an audience of 250K to 1M and up), it’s really easy for them to ignore the kit and post nothing.
You have to think: is it really worth the company’s time/money/energy/resources to invest in something with a shaky ROI? Also, how are you going to sell “maybe” to the client?
If you’re thinking about sending out a physical product, an ambassador program or giveaway might be a better fit depending on your campaign goals.
“WE NEED TO TELL THEM WHAT TO POST SO IT STAYS ON BRAND”
A detailed creative brief with clear deliverables should just be a roadmap.
They know their audience. If something feels too much like a marketing message or advertisement people will automatically be turned off, even if they genuinely like the person it’s coming from.
The influencer you select can connect to their audience in a way that your brand likely can’t. They have a relationship with their audience and you need to let them honour that relationship.
One last piece of food for thought: is an influencers’ most engaging content the influencer themselves, or is it when they post sponsored content? Do their product posts only perform well when they are sponsored? Look into this data before selecting people.
Curious about what an influencer marketing campaign would look like for your company? Contact us! We specialize in influencer marketing for the Canadian prairies.