7 Common Mistakes You’re Making With Influencer Marketing and How To Avoid Them

Anna Komok

Anna is the Head of Marketing and PR at HypeAuditor, the most accurate and in-depth Instagram and YouTube analytics tool on the market. She is passionate about influencer marketing and Instagram analytics.

One thing is for sure, influencer marketing is one of the biggest marketing trends in 2018. If you’re a marketer planning to use influencer marketing, here are 7 common influencer marketing mistakes brands often make. Learn how to avoid making the same.

#1 You didn’t set the goals and KPI

Too often marketers engage with influencers without defining what the end goal is. You have to understand what your short and long-term objectives are to ensure your influencer marketing campaign is delivering value to your brand.

The most common influencer marketing campaign goals are:

  • Brand awareness
  • Brand reputation
  • Sales
  • Attracting new target market
  • Increasing followers number
  • Customer retention
  • Product launch coverage

Setting out KPIs helps you to understand a campaign’s ROI and create benchmarks for future campaigns.

#2 You influencer is not relevant

Look at how aligned an influencer’s content is with your messaging. A relevant influencer has expertise and subject-matter credibility, as well as developed, solid relationships with their followers.

For instance, it’s strange to advertise hair vitamins with an influencer who always wears wigs.

Mistakes You’re Making With Influencer Marketing and How To Avoid Them
Photo from @sophxsmithh

#3 Influencer’s audience live outside your target market

Imagine that you sell a product only for the US market and you find a perfect creator from Miami.

You pay for sponsored posts but get no sales. Want to know why?

Influencer’s followers live in Brazil and Argentina and only 8% of them live in the US.

Demography section of @caro_suki’s HypeAuditor Instagram Report.
Demography section in HypeAuditor Instagram Report.

#4 Influencer’s audience is not your target audience

If you sell a product for women it’s obvious that you should work with influencers who have a female audience. But sometimes even beauty influencers have a male core audience.

Audience gender data from HypeAuditor Instagram Report
Audience gender data from HypeAuditor Instagram Report

#5 Influencer’s followers are fake

The most common issue in influencer marketing is fake followers. The price for a sponsored post depends mostly on followers count. But now it’s so easy and cheap to buy any amount of followers.

Audience type metrics from  HypeAuditor Instagram Report
Audience type metrics from HypeAuditor Instagram Report

#6 Post’s likes are not real

If you consider the engagement rate when choosing an influencer to work with, don’t think that you are protected from scam. Likes could be bought also.

Look at the Engagement section in HypeAuditor Instagram report and check if they have a lot of suspicious activity.

#7 And comments too

You often see comments like this:

Example of inauthentic comments

Unfortunately, most of them are generated automatically by bots. To check, you should look at the comments section under an influencer’s posts.

Don’t spend your Influencer Marketing budget in vain. Be smart and check all the influencers you are going to work with HypeAuditor.