Influencer advertising can be viewed as a silver bullet to bypass the murky world of screen advertisements with YouGov estimating that 47% of online users in the 18-24 age demographic are utilizing ad blockers.
According to a survey by Linqia, 94 consider it to be effective, yet 43% of businesses report being just in the experimental stages.
With all these brands apparently experimenting, we’re bound to see (and often enjoy) a few hiccups with their efforts. So, we’ve enlisted the help of William Soulier, CEO of influencer advertising platform, Model Village, to record 10 common pitfalls to avoid.
#1 Influencer baggage
You realize that 94 think that it’s effective and you’ve discovered an influencer with thousands and thousands of followers, what would go wrong?
One of the most important next steps and where lots of manufacturers trip up, would be to have a look at an influencer’s “brand story” as they will be checking out yours (and their paycheque).
If they tied their title to YouTube vlogger 24, Research any controversies and skeletons in their cupboard didn’t perform. A number of videos ran . He was already famous for his content although the connection was already established if these videos were published and search would have revealed him to be encouraged by neo nazi websites before the offer.
Disney severed ties with all the gaming influencer after the videos were published, but the harm was done.
#2 Tech mishaps
While you can not and wouldn’t want to restrain the influencer outcome, their execution via technologies is viable to be handled. Technology is all about controlling the Creative’s capacity for error, especially when you’re one of the world’s biggest tech businesses.
Technology is all about controlling the Creative’s capability for mistake
Even Oprah can have a bad day, and if her paid endorsement for the new Microsoft Surface was submitted out of her iPad, due to the handy “via Twitter for iPad” strapline, the whole world was notified that although she had bought 12 Microsoft Surfaces as Christmas presents, it was not great enough for her to converse from.
#3 Check your product is Suitable for influencer marketing
Influencer advertising is heavy on less text heavy and the visuals, therefore it is important that you take this into consideration when putting together your marketing plan. Perhaps Instagram is not the ideal place for your product when there is a scientific and serious component to your product including a necessary warning on side effects and your influencers are out of the scientific world instead of the celebrity.
She forgot to short her audience on the negative effects of the medication when Duchesnay Inc recruited Kim Kardashian to promote their morning sickness medication, Diclegis. She subsequently had to make a subsequent post highlighting them, making the side effects of the drug the bigger narrative.
#4 Billion political and social issues in your content Advertising
It is a courageous step step for manufacturers to wade into debate on any issue and it’s generally best avoided, unless your product has grown from an ethos that is inextricably pertinent to a certain issue.
That said, when perfectly implemented, it can gain you huge respect in talking out on a specific matter. If you do wish to participate, be sure to do the essential research and believe from every angle. Think carefully about who you might offend, run your ideas past as possible before executing the effort. Make sure that your influencer is bullet proof too.
Perform the necessary research and believe from every angle
Now widely cited as the brand neglect of 2017 is Pepsi’s advert celebrity supermodel Kendall Jenner. The campaign’s background was a protest scene and the advertising mild suggested that demonstration could be solved by sharing a pepsi with police officers.
The advert aired in the wake of a collection of Black Lives Matter protests across America in response by police officers. Their planned inhabitants was horrified by their insensitivity and by association, they attracted Kendall Jenner down .
#5 “Free” influencers
Everybody knows there is no such thing as a free lunch, so why would you believe a free advertising campaign must come your way?
Brands sending their products to influencers in exchange for social websites promotion still cover the campaign via the products, but don’t have the control that an officially organised paid influencer contract could give them, they simply have to leave it up to the star’s goodwill.
Goodger quickly accepted the offer asking for # 300 worth of products when custom made cushion designer Lucy Jones approached TOWIE celebrity, Lauren Goodger on Instagram, asking her if she would like some cushions to advertise the products for her 714,000 Instagram followers.
After receiving the cushions, communication through Instagram, the reality star promised to post pictures and even requested cushions from the designer. She had failed to place anything in reimbursement for the goods she’s received, six months after. With no cash and no contract having exchanged hands, Bespoke Boudoir by KBJ were left out of pocket and Goodger had no obligation to endorse the merchandise.
#6 Think more than 1 post to prove influencer loyalty
With influencer marketing getting more prevalent and more, in order for it to operate, an influencer’s followers need to feel they enjoy the brand.
An influencer’s followers Will Need to Actually believe that they enjoy the brand
This is the reason one off articles with a influencer may not have worked to your campaign. Purchasing influencers using a succession of posts will show their followers that they are loyal to your brand.
Samsung ambassador David Beckham was embarrassingly caught out with his phone ringing during an LA Galaxy media conference, when journalists invited him to answer it he responded “It’s not Samsung, I can not” providing a laugh into the space, but demonstrating he was not loyal to the brand.
#7 Being too Strict = inauthentic content
If you are with everything you’re expecting influencers to post too prescriptive, the viewer will sense that this inauthenticity. Permit their imagination to come through to sell your product and you have to trust your ambassadors that are compensated.
Enable them to create content that is suitable for their voice and that their audience will react to. Which leads us on an example of this, when new instructions are so particular that they promote copy and paste errors. These have been perpetrated by various celebrities from Little Mix to Naomi Campbell.
#8 Copy paste mistakes
You could generously file this under “tech accidents” or alternatively it might be considered influencers striking back on brands being overly aggressive on approved content. When Naomi Campbell apparently pasted Adidas marketing sections instructions for the post on her instagram feed the newest and Ms Campbell dropped face.
The article read “Naomi, therefore pleasant to see you in great spirits!! Could you put something like ….” Followed by the messaging that the brand asked for.
#9 Do not get duped into paying for large accounts
Actors spring into mind when we speak about influencer advertising. With one article that is pouty, they possess the capacity to put your brand in front of thousands and thousands of followers.
But it is an strategy when you’ve got a restricted budget and probably won’t bring you an avalanche of sales unless they’re influential in the place for your business.
Smaller influencer accounts frequently nurture more romantic, accurate relationships
Influencer accounts that are smaller often nurture romantic, authentic relationships with their viewers.
Individuals who are well respected and reliable within a group that is specific article interesting and attractive content unique to their audience, which results in participation and much more value for money.
This is precisely why in 2016, Iceland abandoned brand damaging celebrity campaigns in favour of social networking “mum influencers” to market their frozen food stores. The involvement with their followers was large, while the mums didn’t have the huge follower quantities of Kerry Katona and Peter Andre and the trust they brought to the new was considerably more valuable.
#10 Not everyone is a content creator
Does not mean we are capable of producing content that is visually attractive because you see beautiful feeds on instagram. Regardless of editing apps and the numerous filters it’s much harder than you think and demands time and effort.
A frequent mistake when dealing with influencers is expectations on photographic articles and focusing for example fashion models who use their Instagram feed and are vetted content creators.
Sprite fell foul of the amateur content founder when LeBron James posted an embarrassingly dim and badly snapped film from the back of a car of him drinking a can of “his own 6 Mix Sprite drink”, obviously for a sponsored article. The comments below were embarrassing for LeBron and the brand.