As more brands turn to social media to reach and engage consumers, many naturally choose to work with influencers to front campaigns.
The process isn’t always easy, of course.
As highlighted in Econsultancy’s Voice of the Influencer report, there appears to be somewhat of a power struggle between brands and influencers, with the main challenges involving strategy and motivation.
So, here’s a bit of insight into the biggest mistakes brands can make, and why it’s important to avoid them.
The natural instinct for brands is to choose an influencer with the largest audience. While this makes sense in theory – as in the bigger the influence, the greater the reach – it can also backfire.
This is because real influence comes from a sense of authenticity. In other words, a person who is staying true to their own beliefs or values, and in turn, promoting a product that somehow reflects this.
It’s recently been proven that micro influencers (those with 500 to 10,000 followers) generate greater engagement that those with a larger audience. So, just like you might be more inclined to trust the opinion of a friend rather than a celebrity, consumers are more likely to trust someone with a smaller reach but who is a respected authority on a particular topic.
For brands, it’s important to get this balance right, choosing the person whose identity best fits the campaign rather than chasing who is the most popular.
Read why Iceland has chosen to work with micro influencers instead of celebrities.
Despite 93% of influencers believing that they should be in charge the narrative of a campaign – brands often struggle to relinquish control.
Historically, brands determine everything from the copy to the look and design of a campaign. However, with many influencers used to creating their own content, complex negotiation is required to determine exactly what will be said or how it will be done.
The key appears to be compromise – especially when it comes to brand marketing messages.