We cannot stress enough how quickly influencer marketing is becoming a vital aspect of marketing strategy. It is adaptable for small, startup brands, for large and established companies, and for everyone in between. As a result, brands are leveraging the power of social media influencers to attract new audiences and increase their return on investment (ROI).
However, some mistakes made by marketers are blighting the industry, so we’ve set out to address a few of them.
1. The wrong influencer
The fact that not all influencer campaigns are successful is as inevitable as it is true. However, if this is as a direct result of choosing to work with the wrong influencer, this could be detrimental to your brand.
While it is great for a brand to attempt to reach out beyond their traditional audience in marketing, it is a difficult aim to achieve and must be executed with care. An influencer is supposed to bridge the gap between a brand’s traditional audience and the new demographic they are aiming to attract, not enforce it.
Pairing with the wrong brand ambassador may send out the signal that you do not understand the interests of potential consumers, or the values they deem important in a brand. If your audience’s perception of your brand is that it does not care, they will be far less likely to invest in your product or service.
2. Choosing quantity over quality
It can be tempting to choose to work with an influencer simply on the basis of their follower count – after all, is it not logical that more followers should lead to higher engagement?
This is, in fact, not true. More often than not, the percentage engagement rate from accounts with exceptionally high numbers of followers is far lower than that of micro-influencers and content creators who have built up a loyal following.
Brands should be looking to collaborate with influencers who engage with the right-sized audience within a target demographic, as this has the potential for the highest conversion rates.
3. Not focusing on personalisation when reaching out to influencers
We’ve talked before about the problems that industry experts see with influencers sending generic emails to many hotels in a region when they are looking for a collaboration. However, this particular pain-point is a two way street: brands should also be wary of not focusing on personalisation when reaching out to influencers. Influencers aren’t merely marketing tools, but people who are eager to build a genuine relationship with your venue.
All it takes is a little research into the interests and values of the person you are reaching out to, and a little personalisation when crafting a message. Everybody involved in this relationship is an individual, so everybody deserves to be treated as such.
4. Not finding the freedom balance
Influencers, as a general rule, have built up their audiences as a result of their creativity and ability to send out a message in a unique way. This is beneficial for brands choosing to collaborate with influencers, because their ability to master content will allow them to demonstrate the key traits of your business with a fresh and appealing perspective.
However, the relationship between a brand and an influencer can be marred by too little, or indeed too much, freedom in the creative process.
Given too little freedom, and not only will an influencer feel restricted and unhappy, but the content they generate to promote your brand will be inauthentic, and will stick out to their audience as lacking the genuine enthusiasm that they have come to know.
On the other hand, too much freedom can end in an influencer not promoting a brand’s values in the way that they desire. Thus, a brand needs to strike a fine balance between setting guideline which meet their needs, and giving influencers the creative freedom to do what they do best.
5. Incorrect Spending on the Campaign
Over- or under-spending on a campaign can occur for two main reasons. The first explanation is that the cost of influencer marketing varies between influencers and campaigns. Social media campaigns that require a high level of work and engagement, for example, will cost more than a campaign with fewer posts.
The second reason is that influencers do not advertise their fees, meaning that many brands undertaking influencer marketing for the first time aren’t entirely sure how much they should be paying an influencer, which can lead to underpayment. In the long term, this will mean less effort being put into delivering a campaign, and the possibility of a long lasting relationship and future collaborations, being greatly reduced.
Equally, however, a lack of knowledge can lead to overspending on a campaign, meaning a lower chance of ROI from the outset.
6. Under Planning
Rushing into an influencer marketing campaign can, in the long term, lead to all of t he issues mentioned above, plus some. Launching a successful social media marketing campaign, like any long term project, requires a high level of planning and a proper marketing strategy.
So, what can you do?
– Identify your target audience from the outset, and reach out to influencers with a high engagement with that particular demographic.
– Nurture these connections in order to maintain lasting relationships.
– Finally, ensure you have metrics in place for measuring results and tracking insights, and follow up on the trends and patterns you spot with your influencers in order to adjust your tactics as appropriate. Your metrics will allow you to see what style of campaign works best for your venue, and which influencers are generating a real ROI.
7. Choosing the wrong social media platform
The beneficial impact of a strong social media presence is undeniable. Unfortunately, many businesses are ignoring or are unable to harness the full potential of social media because they are choosing the wrong platform for their business. Choosing the right channel is essential for allowing you to connect with the right target audience for your brand.
So, if you are a property or venue within the hospitality industry, it would be most beneficial to use Instagram to embark on an influencer marketing campaign. As well as the innumerable positives of using one of the biggest (and fastest growing) social media platforms, it is great for luxury hospitality businesses because their appeal is predicated, at least partially, on their aesthetic appeal and capturability (if that’s even a word).
8. Expecting instant results
Influencer marketing, though it can generate high levels of ROI, is not necessarily an overnight fix for your brand. Running a single campaign may lead to an increase in engagement for a while, but the scope will be limited, and is bound to drop off after a short while.
Influencer marketing is at its most efficient when it is increasing brand awareness slowly and steadily. Therefore, relationships between influencers and brands should work on the basis of trust and communication, in order that collaborations can remain ongoing, for the maximum benefit for all involved parties.
If you want to learn more about this particular point, and the psychology behind influencer marketing, check out our post here!
These are all easy mistakes to avoid, and being aware of them will ensure that you know what to look out for to ensure the most fruitful influencer marketing campaigns.
Interested in working with full time, pre-vetted hotel influencers? Click here to find out how Swayy can help you. If you are an influencer interested in a collaboration, read up on what we can do for you.