5 Pitfalls To Avoid While Running An Influencer Marketing Campaign

It is extremely important to understand that working with influencers is not a one-time transaction. Unlike ad agencies, influencers don’t create campaigns and execute them. Unlike agencies, influencers are real human beings that love creating content. Running an influencer marketing campaign is not like running an advertising campaign!

For this reason, it is important to get the influencer involved with your brand. Instead of sending them cheap samples along with a brief, it is important to deliver the complete experience. Influencers are artists, and the best artistic expressions are inspired by experiences. If the influencer genuinely loves your product and is passionate about it, the difference will be evident in the quality of content they share.

The #RevolveAroundTheWorld campaign by clothing retailer Revolve is a great example of this. Instead of simply sending the influencers free clothing, they take top fashion influencers on trips to exotic locations. This way, the influencers get great content to share while subtly promoting their sponsor. In the age of social media, stories sell, not statistics. When 63% of people remember stories, it is important to let influencers inspire action through authentic stories.

This is also a good time to be reminded that as brands and campaigns grow, their needs also evolve. This essentially means that while building and nurturing relationships with influencers is critical, it is also important to know when to move on.

In fact, many brands target a number of influencers at the same time from the very beginning, which makes it easier to shift their focus if and when it is necessary. For instance, in the Buick’s Pinboard to Dashboard campaign, they worked with ten different influencers simultaneously, each with their own set of unique audience. The campaign was a great success and directed over 17 million unique users to their social media pages and blogs.

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James Fitzgerald

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James Fitzgerald

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