4 Reasons Your Next Influencer Marketing Campaign Will Fail
So, how can you tell if you've found the right influencer? Find someone who's excited about your product, not just the money you're giving them to be excited. They should have a general interest in either the brand you're trying to sell or the message you're trying to send.
2. Inauthentic content: There's a difference between paying someone to say nice things about your brand and having him or her experience your brand. It's palpable.
The entire point of influencer marketing is authenticity — i.e., having the influencer advocate for your product in a genuine way. In order to achieve this connection with your brand and audience, you need to allow for some flexibility. This may be hard to do because it's your campaign, but these influencers have a following for a reason: they're good at what they do. If you allow them to use their own voice and make it their own, it's going to be way more effective and appealing to the audience than it would be if you were to set the criteria.
How can that work against you? Forcing an influencer to use the same canned content that doesn't reflect their true voice or opinions. Trust me, the audience will know the difference.
3. Doing it by yourself: Influencer marketing is a multistep, multitouch process. It includes finding someone who matches your audience demographic considerations, contacting them, discussing their potential interest, negotiating cost, building a marketing platform, and ending the campaign with a good relationship with the influencer.
It's a lot to do by yourself, and your day is already full enough. Fear not, there are a number of influencer marketing tools that can help shoulder some of the load. In fact, there are a couple of turnkey tools that can take the load completely off of your shoulders.
Related story: How to Kick Off an Influencer Marketing Campaign