The influencer marketing It is a technique that more and more brands use as an opportunity for growth and as an option to reach other market niches. However, it is crucial to choose the correct strategy in the implementation process. Digital Embassy, a digital native consultant specializing in influencer marketing that connects brands and influencers, analyzes the top six mistakes that occur in influencer marketing and that entities should avoid wanting optimal results in these practices.
Pool of erroneous profiles
The identification of profiles is key in a correct strategy. Hunting must be based on performance dataas well as audience data. Also, it is important to have a great deal of prior experience with market profiles in order to know, detect and anticipate possible problems that may arise as factors exogenous to the identification of the profile itself. In this way, it will be possible to truly impact the target audience that the campaign marks.
Activation without defined briefing
Having a good briefing is essential to obtain quality content and brand equity from talent. Therefore, pointing out what should and should not be included will help avoid mistakes. It is not always easy for a brand to know what to highlight and share based on the chosen profiles. To do this, the joint work between the brand and the digital native agency will facilitate the creation of these initial documents.
Creativity at the service of the corporate
Influencer marketing is a creative work. This implies that the brand must be flexible in terms of the form of communication and creation of the selected talent or profile that, based on the briefing, will prepare the content under its editorial line and style. In this sense, it is necessary to make brands aware of the vital importance of letting talents express themselves and create content as they usually do when interacting with their followers, in a way that credibility is also guaranteed by the audience.
Communication as a pillar of professionalism
Communication between talent, brand and/or the influencer marketing agency itself must be clear and transparent before any incidence. This will help to anticipate possible problems and that the content reaches the client only and exclusively for approval before publication.
long term relationships
Relationships and professional treatment value mutual work and will help maintain the long-term between talent & brand. For this reason, it is very important that we create a relationship of complicity, since this will be perceived by the followers of the talent, who will become consumers of the brand by understanding that it is a relationship that goes beyond a pure commercial approach. Here, we also talk about the importance of public relations as an added value.
intermediation
New players appear more and more frequently in this equation of influencer marketing, and many times, knowing and having already had a previous experience with the representative of the profile It will allow you to anticipate a series of problems and inconveniences that are very likely to arise during activation.
These doubts, problems and inconveniences basically arise because the representative is not always a person with experience in talent management or who has developed their work since marketing training. We meet mothers, friends and relatives who take the lead in managing profiles with hundreds of thousands of followers. To avoid common and logical problems of understanding and professionalism with this type of representative, having an influencer marketing agency as the first filter guarantees that the possible gaps are resolved before taking action.
“By avoiding these practices when carrying out an influencer marketing strategy, we will be contributing to mutual growth of both the brand in question and the influencer profile, which will be the way by which the entity can break through to new audiences. In this way, we will be generating a positive impact in which the actions will be well defined, in such a way that the results expected by the brand are guaranteed and, in turn, contributing to maintaining long-term relationships”concludes Azahara Ramos, CEO and founder of Digital Embassy.
