To reach their customers and raise their brand’s profile, companies of all sizes are increasingly turning to influencer marketing. Influencers’ ability to sway the thoughts and actions of their followers has grown in importance alongside the proliferation of social media. However, just like any other form of advertising, influencer marketing has its own set of rules that companies must follow. In order to make the most of this effective marketing method, we will discuss the fundamental musts and must-nots of influencer marketing in this blog post. Let’s just jump right in!
The Rise of Influencer Marketing As social media continues to dominate the digital landscape, influencer marketing has become a vital aspect of any successful marketing strategy. According to a report by The State of Influencer Marketing, the influencer marketing industry is set to reach over 21.1 billion USD in 2023. This shows the immense impact influencers have on consumers and their purchasing decisions.
Some of the reasons for the rise of influencer marketing include the ability to reach a targeted audience, build brand credibility, and gain access to the influencer’s engaged and loyal followers.
Influencers have the power to create authentic and relatable content that resonates with their audience, making it a valuable marketing tool for businesses. However, with this rise in popularity, the number of influencers and sponsored content has also increased, making it more challenging for brands to stand out and create impactful campaigns. This highlights the importance of knowing the dos and don’ts of influencer marketing to ensure maximum return on investment.
The Social Media Dos
1. Do collaborate with influencers who align with your brand values and target audience.
Finding the right influencer to work with is essential for successful influencer marketing campaigns. Finding influencers who represent your brand’s ideals to an audience that fits that ideal is crucial. The influencer’s audience will feel more connected to your brand and be more interested in what you have to offer as a result.
2. Do establish a genuine relationship with the influencer.
Relationship development is the key to successful influencer marketing. It can be tempting to reach out to a well-known influencer and offer them a lump sum in exchange for a sponsored post, but this strategy often backfires because it comes across as insincere and fake. Before working together, it’s important to build trust with the influencer. This could be done through reading their content, buying their products, or even just arranging to meet them in person. A successful campaign is more likely to happen if you take the time to develop a solid relationship with the influencer.
This is where teams like Zodiac Global come in; they already have relationships built with many influencers, so they can do this work for you and get you the perfect partnership that you’re looking for. Reach out today!
3. Do set clear expectations and guidelines.
Before starting a collaboration, it’s important to set clear expectations and guidelines with the influencer. This includes the type of content they will create, the timeline for the campaign, and how the brand will be represented. It’s essential to have a contract in place to avoid any miscommunications or misunderstandings. This will ensure that both parties are on the same page and that the influencer’s content aligns with the brand’s messaging.
4. Do track and measure the success of your influencer campaign.
Like any other marketing strategy, it’s crucial to track and measure the success of your influencer campaign. This will help you understand which influencer and content resonated the most with your target audience and the return on investment (ROI) of your campaign. It’s important to set clear goals and key performance indicators (KPIs) before starting the collaboration so you can accurately measure the success of the campaign.
The Social Media Don'ts
1. Don't Focus on follower numbers
Don’t solely focus on the number of followers. One of the most common mistakes businesses make when it comes to influencer marketing is solely focusing on the number of followers an influencer has. While it’s tempting to collaborate with an influencer with millions of followers, it’s important to dig deeper and look at their engagement rates and the quality of their followers. After all, the ultimate goal of influencer marketing is to reach a targeted and engaged audience, not just a large number of followers.
2. Don't use generic, scripted content.
Influencer marketing is all about authenticity and creativity. Collaborating with an influencer should result in unique and genuine content that resonates with their audience. Brands should avoid providing influencers with generic, scripted content. This can come across as inauthentic and disingenuous, leading to low engagement and a negative impact on the brand’s reputation.
3. Don't neglect FTC guidelines.
The Federal Trade Commission (FTC) has strict guidelines for influencer marketing, including the disclosure of sponsored content. It’s important for brands to adhere to these guidelines to avoid any legal repercussions and maintain transparency with their audience. The influencer should clearly disclose their partnership with the brand in their posts and content, whether it’s through hashtags or verbally mentioning it in their videos.
4. Don't work with influencers who have a history of problematic behavior.
Before collaborating with an influencer, it’s crucial to do your research and ensure that they have a clean record and align with your brand’s values. Working with an influencer who has a history of problematic behavior or has been involved in controversies can have a negative impact on your brand’s reputation. It’s important to protect your brand’s image by carefully selecting the influencers you partner with. In conclusion, influencer marketing can be a powerful and effective marketing strategy when done right.
By following the dos and don’ts mentioned above, brands can ensure a successful collaboration with influencers and reach their target audience in an authentic, engaging way. Remember, building strong relationships and staying true to your brand’s values are key to making the most out of influencer marketing.
Our Thoughts…
Influencer marketing has become an integral part of the marketing mix for many brands and for a good reason. When done right, it can help businesses reach their target audience in an authentic and engaging way, leading to increased brand awareness and sales.
However, it’s essential for brands to keep in mind the dos and don’ts of influencer marketing to ensure a successful campaign. By building genuine relationships with influencers, setting clear expectations and guidelines, and measuring the success of the campaign, businesses can maximise the potential of influencer marketing and achieve their marketing goals.
