4 Reasons Your Next Influencer Marketing Campaign Will Fail
Let's get one thing out of the way — influencer marketing isn't new anymore. In fact, with brands big and small now leveraging influencers (i.e., audiences with audiences) to create authentic content that buyers crave, the focus turns to finding the right influencers to motivate your target customers.
And while that may be easier sad than done, it's key to ensuring a successful campaign. Whether it be whom you're choosing to work with, what you want to do or what audience you want to reach, there's virtually an endless amount of factors to take into consideration.
So before you start, it's crucial to examine each option to make sure you take your influencer campaign in the direction it needs to go. There are a lot of things that can go right, but there are also a lot of things that could very, very wrong.
Want proof? Here are four things that could sink your next influencer campaign:
1. Picking the wrong influencer: The right influencer isn't always the one who meets the eye. And don't get fooled by large numbers of followers or fans. Just because someone has a big audience doesn't always mean that they're the right person to advocate for your product.
In fact, the wrong influencer doesn't care about your product or service, they only care about the paycheck, which betrays the authentic bond they developed with their audience. When that happens, it's your brand that suffers the most.
"Your choice of influencer is going to make or break the way your brand is perceived," said Jamie Reardon, CEO of Find Your Influence, an influencer marketing platform that connects influencers and brands. "It's crucial that the person you work with aligns with what you're looking for. Spending time vetting your influencers to ensure their audience is your audience, and that they offer the third-party endorsement your brand needs is crucial."
Related story: How to Kick Off an Influencer Marketing Campaign