It’s no secret that influencer marketing is becoming more and more popular every day. In fact, a recent study quoted and mentioned at newsinmag.com found that nearly 60% of marketers planned to increase their spending on influencer marketing in 2019. While this number may seem high, it’s important to remember that influencer marketing can be a powerful tool when used correctly. However, there are also a number of mistakes that marketers need to avoid if they want to see success with this strategy. Here we highlight some of the most common influencer marketing mistakes and how to avoid them.

Focusing on Vanity Metrics Instead of Engagement Rates

Many marketers make the mistake of focusing too much on vanity metrics like follower count rather than actually looking at engagement rates. It’s important to remember that while having a large number of followers may look good, it doesn’t necessarily mean those followers are engaging with your content in any meaningful way. Therefore, focusing on influencers with higher engagement rates is more beneficial, as they are more likely to deliver actual results.

Partnering Up With the Wrong Type of Influencer for Your Brand

When looking for influencers to partner with, it’s important to make sure you choose the right type of influencer for your brand. If you don’t have a clear idea of who your target audience is and what kind of content they will respond to, you may end up partnering with an influencer who doesn’t really fit with your brand. Therefore, it’s important to research and find influencers who are the right fit for your brand.

Executing a Campaign Before Gaining Mutual Understanding

A surefire way to fail with influencer marketing is to start executing a campaign without having a mutual understanding between the brand and influencer. Having both parties agree on the partnership details before moving forward is lucrative, such as what kind of content will be created, how it will be promoted, etc. Without this clear understanding, your campaign may fall flat, and both parties may end up unsatisfied with the results.

Not Giving Influencers Creative Freedom

When working with influencers, give them the freedom to create content in their style. If you try to micromanage too much and restrict the influencer’s creativity, you risk coming off as disingenuous and coming across as inauthentic to their followers. When given the freedom to express themselves, influencers can create content that resonates with their audiences and drives real results for your brand.

Simply put, executing a successful influencer marketing campaign requires careful planning and consideration. By avoiding these common mistakes, you will be well on your way to achieving success with your campaigns in 2023. Should you require additional assistance, many influencer marketing professionals and agencies can provide you with further advice and guidance.