Avoid common mistakes in influence marketing ! Find out why it’s crucial to allow time for campaigns, personalize your approaches, and not overload influencers with collaborations.
Brand-influencer collaborations are not just paid advertising. Their success depends largely on the trust between the influencer and their audience. Yet many brands fail in their influence campaigns marketing by making avoidable mistakes.
We interviewed over 50 influencers to understand their expectations, the failures they encountered, and the lessons brands should learn. Here are the top mistakes to avoid to maximize the impact of your influencer collaborations.
Don’t collaborate with influencers overloaded with partnerships
Many brands believe that the more partnerships an influencer is involved with, the more effective they will be at promoting their product. This is a mistake.
The best approach is to favor influencers who have between 1 and 3 active collaborations maximum. When an influencer multiplies partnerships, he naturally loses the trust of his audience. Subscribers perceive these collaborations as simple advertising and no longer engage in an authentic way.
If your brand is serious about getting a return on investment, it is better to work with influencers who are less in demand, but whose audience remains engaged and responsive.
Don't impose a script on influencers
One of the biggest mistakes brands make is trying to turn influencers into advertising actors. An influencer is a content creator who has built an authentic relationship with his audience. Imposing a script on him is like erase its naturalness and spontaneity, which harms the impact of the campaign.
We advise brands to let influencers free in the way they present a product. Rather than providing a script, brands should explain the objective of the campaign and let the influencer find the best way to convey the message to their audience.
Followers want to see sincere recommendations. Overly formatted communication can destroy an influencer’s credibility and reduce the effectiveness of the partnership.
Avoid mass and impersonal prospecting campaigns
Massive canvassing without no customization is a common mistake. Many influencers receive hundreds of emails from brands every day, and many of them are nearly identical.
A fitness influencer on TikTok and Instagram, explain :
“Every day I get emails from brands sending me the exact same message with the exact same subject line. I can’t even read them anymore because they’re so repetitive.”
An impersonal message gives the impression that the brand does not really know the influencer. Many influencers simply ignore these requests or refuse to respond to them.
Tip : Take the time to study the influencer's content before contacting them. Mention specific elements of their work in your message to show that you have taken their world and values into account.
Give influencer campaigns time to bear fruit
Some brands expect immediate results and cancel their partnership if they don't see an impact within hours.
This impatience is a big problem. Here's why:
- Not all subscribers see the post immediately. Podcasts, videos and posts often take several days to reach their full potential.
- Influence takes time. Unlike traditional advertisements, an influencer recommendation works on the trust and repetition.
Brands must set a reasonable period to measure the results of a campaign. A good influence partnership is built on the long term and is based on a relationship of trust between the brand and the influencer.
The keys to a successful partnership with an influencer
If you wish to optimize your influencer marketing campaigns, here are the four golden rules to be continued:
- Work with moderately solicited influencers to avoid audience fatigue.
- Give influencers the freedom to create their content to keep them authentic.
- Personalize your approaches to avoid your brand being perceived as a generic advertisement.
- Be patient and give the audience time to react. before drawing conclusions about the campaign's performance.
By applying these tips, you will be able to maximize the impact of your collaborations with influencers and obtain concrete results.
The advantages of collaborating with our agency ValueYourNetwork
Since 2016, ValueYourNetwork has been a influencer marketing agency recognized for its expertise in the complete management of influencer campaigns. We understand that finding and launching a campaign with influencers can be time-consuming, and that few campaigns are profitable if bad choices are made. That's why we have implemented a process that increases the ROI of our influencer campaigns.
Our approach is based on a deep understanding of your objectives and a careful selection of the most relevant influencers for your brand. We take care of all the steps, from defining the brief to analyzing the results, including managing influencer relationships. This allows you to focus on your core business while benefiting from the authenticity and reach of influencers to promote your products or services.
By collaborating with ValueYourNetwork, you benefit from a tailor-made influencer marketing strategy, adapted to your specific needs, and a professional execution that guarantees optimal results. Trust our expertise to amplify your message and effectively reach your target audience by contacting us