The Dos & Don’ts Of Influencer Marketing
Influencer Marketing, in the last years, has become a strategic marketing tool either for small and big brands. For instance, Influencers are nowadays the new VIPs: They are recognized by their peers as reference points and experts in certain areas and fields. Although there is a lot of interest into Influencer Marketing, there is still a lot of confusion and misunderstandings. For example, which are the best practices? What a brand should look into when starting a new influencer marketing campaign?
Here at Americanoize we’ve created an infographic that shows the dos and don’ts of Influencer Marketing. And below it, you’ll be able to read more in detail for each of the “dos” and the “don’ts”.
The Dos of Influencer Marketing
Choose influencers wisely
This is a crucial moment of your influencer marketing campaign. Choosing the right influencers will ensure that your message will reach the right audience. Find those influencers that are in line with your product and market target. You can do it in these different ways:
- Check the influencer social profiles. What does he or her publish usually? What’s the tone of voice?
- Does the influencer have a good reputation online? Is there any bad feedback about him or her searching on Google?
- Take a look at the last contents the influencer posted: Do they have enough engagement? Are the people commenting them? Is there enough interest? Does this influencer have a strong fan base?
- Have this influencer already worked with some competitors of your brand?
Plan your publishing schedule
Consider which social media channels you will use and screen the content before goes live. Remember that some products work better on YouTube than on Instagram. It can also depend by the strategy behind your activity: Is that based on a CPM or CPC or CPA? Each social media has its own rules and particularities. It is important to know them and analyze each of them in order to identify the best channels to promote your brand, product or service.
A fundamental step to do is also is to control everything before it goes live: Check for grammatical errors, or words that are not in line with the brand (without, however, kill the influencer’s creativity – see below under the don’ts).
Measure your outcomes
Track the KPI (Key Performance Indicator) is something that every marketer and brands should do all the time. This helps in understanding if your message is reaching the right people, if a landing page is converting well and how the followers of the influencer are responding to a promoted post.
Some social media key performance indicators are:
- Engagement (likes, comments and shares)
- CTR (Click Through Rate)
- Brand mentions
Be sure you set clear guidelines with the influencers. It is important to follow the FTC regulations and disclose when the influencer is promoting a product.
For example, FTC regarding how should someone discloses that he/she was given something for an endorsement, it declares that:
Is there special wording I have to use to make the disclosure?
No. The point is to give readers the essential information. A simple disclosure like “Company X gave me this product to try . . . .” will usually be effective.
Would “#ambassador” or “#[BRAND]_Ambassador” work in a tweet?
The use of “#ambassador” is ambiguous and confusing. Many consumers are unlikely to know what it means. By contrast, “#XYZ_Ambassador” will likely be more understandable (where XYZ is a brand name). However, even if the language is understandable, a disclosure also must be prominent so it will be noticed and read.
The Don’ts of Influencer Marketing
Don’t look only at the followers number
The followers number a lot of times is just a vanity metric. This means that having 10,000,000 of followers on Instagram doesn’t directly mean having a lot of engagement nor having a successful influencer marketing campaign. It is, instead, way more important to look at the engagement rate: On Instagram it can be easily calculated in this way:
Don’t take over the creative process
Remember, if you limit the creativity of influencers, you could lose the style and authenticity that are really important to their followers. More creative control an influencer has, will mean a better reach, impact and social sharing in a certain targeted audience.
Don’t spam influencers
Select wisely which influencers contact. Ask yourself: Are these influencers that I want to contact in line with my product or brand? Could they be a good fit for this influencer marketing campaign? After a detailed selection, start having a conversion with them. If they don’t reply, wait 5 days before following them up. They receive a lot of requests every day and be too pushy could not help in creating a good relationship.
Don’t link influencer marketing and sales
Let’s kill this myth: Influencer marketing is not directly linked to online sales. Influencer marketing, instead, is a great tool for brand awareness, to get genuine feedbacks about a new product from the influencer’s follower base and to drive sales both online and offline. If your brands want to track everything and know each cent spent how much will gives back, Influencer Marketing is not the best channel, and you should only use paid channels. Instead, if you want to use it as an additional channel in your marketing strategy, remember that is a good way to test and use the word of mouth as a powerful channel of marketing.