When it comes to influencer partnerships, we all know the infamous fails of Fyre Festival, Scott Disick’s Instagram caption, and many more. There are many benefits to partnering with influencers as opposed to traditional marketing but brands tend to make the mistake of forgetting that they should also be approached very differently as well. As a PR Agency who has a whole social team specializing in influencer partnerships, here is our list of mistakes we believe brands need to avoid when dealing with influencer marketing.
- Setting too many rules
When brands partner with content creators, they often make the mistake of creating a word by word scrip to follow and not providing any creative freedom. In cases like these, the influencer creates a post that will end up being portrayed as a very promotional, ad-type content rather than a personal and authentic post. Giving influencers some high-level direction on style and tone but giving them full creative control allows them to use a voice that their audience knows.
- Using an influencer that is not fit for the brand
Another mistake that brands tend to make often is not effectively identifying and building relationships with creators who align with the brand. Although a larger number of followers and high engagement is always a plus. Brands may even want to expand their audience and hope that these influencers provide the opportunity to reach a completely new audience. However. if an influencer is unrelated and not a good fit for the brand, people will immediately catch how staged the post is. For example, fashion and beauty influencer Chriselle Lim partnered with Volvo and while her feed has always been authentic lifestyle photos of her travels and fashion, the tone and language in her post with Volvo was very out of place as she usually doesn’t post anything related to cars.
- Following FTC Guidelines
The Federal Trade Commission is constantly updating their terms and in their most recent update this past year, they required influencers to clearly label paid advertisements. There can be serious consequences when violating these terms for both the brand and influencer. The Kardashian family has been caught with having numerous promotional posts with Puma, FitTea, Sugar Bear Hair, and other brands where they were being paid for these posts but only used vague ad language that FTC disavows.
Aside from avoiding these common mistakes, it’s important to constantly stay on top of the trends to get the most out of influencer marketing and see real success.