Understanding the world of Influencer Marketing

Exploring Influencer Marketing: What to Do and What to Avoid

How powerful has social media become? I do not think that any of us would argue that it has really affected our daily lives. In fashion, people who become influencers in social media help companies promote their products. Such kind of marketing emerged as a very powerful tool for any brand looking to reach its audience or engage it with its brand’s product or service. Using the influence of some of the largest followers, influencer marketing allows a brand to spread the message, increase brand awareness, and consequently enhance sales. But in taking it a notch higher in the world of influencer marketing, things need to be planned and executed strategically, and there needs to be an appreciation for some of the rules that govern the professional field. Let’s find the most important dos to the rules of influencer marketing, which will help the brands show all they can do, without falling for common pitfalls.

Do’s of Influencer Marketing

  1. Identify Influencers: Sufficient time and effort should be spent researching the right influencers whose values, audience demographics, and content resonate well with your brand. You’re not looking at followers but instead at audience engagement through authenticity by the selection of the right influencers who influence your target market in the way you want.

  2. Set Clearly Defined Objectives: The whole idea behind running an influencer marketing campaign could be to build brand awareness, and drive website traffic, or sales through promotion, which defines what one’s goals and objectives are. This can help ascertain some clear KPIs to measure and guide campaign strategy.
  1. Build Authentic Relationships: This way, you should create relationships with influencers. That is, respect mutualities where both parties support one another’s ideas. And make sure you treat the influencer as a partner and not a marketing tool. Ensure you involve them during the process in ensuring that all the concepts you intend to create are not far from what their audience will see as authentic.
  1. Creative Liberty: Give the influencer the freedom to do anything they feel at ease doing concerning their brand because that is authentic for their audience. Do not make it too scripted; let the influencer create something engaging and real for his followers.
  1. Sponsored Content Disclosure: Most influencer marketing generally requires transparency. In fact, it is highly crucial to ensure that influencers disclose sponsored content in conformity with FTC guidelines in the campaign. 

The Do’s of Influencer Marketing-

  1. Relate Only to the Number of Followers: Although necessary, reach and visibility are much less important compared to engagements and authenticity. Macro-influencers are those with a large number of followers but with minimal engagement, in contrast, micro-influencers are those who have few followers but which are pretty rich in engagement.
  1. Ignore Audience Alignment: Remember that an influencer’s audience demographics and interests resonate with your target market. Never ever shortlist any influencer whose audience demographics or content resonates with any of your brands or products.
  1. Ignore Contractual Obligations: Clearly define expectations, deliverables, and compensation with influencers in written contracts. Failure to formalize the same will eventually result in misunderstandings and disagreements.
  1. Micromanage Content Creation: Allow the influencers to create content relevant to your message for their audience, alongside conforming it to brand guidelines. Micromanaging the creative process will stifle authenticity and undermine the effectiveness of the campaign.
  1. Ignore Performance Metrics: Maintain a performance check on the influencer marketing campaigns and evaluate them regularly against key parameters such as engagement rate, reach, and conversions. Otherwise, it would miss opportunities for optimization and improvement.

Conclusion

Why influencer marketing is very precious for brands is that it’s got everything going on in one authenticity and meaning. With the discussed do’s and don’ts of this blog, brands may overcome the complexities of influencer marketing for their campaign to reach its full potential. Long-term relationships are the end result of effective influencer marketing since it is bound on the ‘honesty’ and ‘authenticity’ that genuinely commit to providing value to the brand and its audience.



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