Finding Influencers for your Ad Campaigns: Traps to Avoid

Harshita Agrawal

Harshita Agrawal is the Founder at eSocMedia. She is a social media and influencer marketing specialist who spends most of her time behind the screen. She's also an avid reader and a travel enthusiast.

With influencer marketing becoming a popular marketing technique and hiring influencers becoming a regular job for social media managers, it’s important to do it right. Finding quality influencers can be a challenging task for marketers new to this, but once done right, it can be the best decision made for their influencer campaigns.

A research by eConsultancy found that 73% of the marketers have trouble hiring the right influencers. There are many reasons why marketers and social media managers end up searching wrong influencers for their campaign. When we say wrong influencer, it does not mean that the influencer is wrong, it means that the influencer is not suitable for the brand/campaign they have been hired for. 

In this article, we will look at the common and uncommon mistakes that brands make while searching their influencers and hiring them. We will also look at some solutions for a clear understanding on how to perform influencer search the right way. 

Mistake #1: Finding influencers by only looking at their follower numbers:

Have you and your team decided that you will only hire influencers with more than, let’s say, 500k followers that fall within your budget? Now, you’re ready to hire anyone with high follower numbers whether or not they are a perfect collaboration for you. 

By just hiring because of high follower numbers can turn out to be a big mistake because:

  • The influencer could have fake follower numbers.
  • Despite high follower numbers, the influencer might have a low engagement rate. Influencer engagement matters as much as follower numbers as they help determine how well will their followers relate to your post. 
  • The influencer could not be related to your niche with their audience not interested in your product. 

Hence, other than just follower numbers, it’s also important to focus on influencer engagement and brand resonance before hiring them.

How to avoid this mistake? Use HypeAuditor’s influencer discovery tool to hire influencers from your niche and with the engagement metrics as required by you. By adding the right filters, you can quickly shortlist influencers that have desired numbers. 

Mistake #2: Not checking the authenticity of influencers while hiring them:

Do you know that many Instagram comments and like pods exist that allow influencers to amplify their engagement? Because of this, when you look at an influencer account, they seem to have high influencers and engagement even when it’s not real. 

If you are not checking an influencer’s authenticity, you could end up hiring a fake influencer. 

How to avoid this mistake? To ensure that you only work with genuine influencers, use tools like HypeAuditor to get an influencer report and their authenticity results. The audience authenticity, audience quality score, and comment authenticity will help you verify influencer’s credibility 100% before moving forward. 

Mistake #3: Hiring influencers with followers from irrelevant geography/interests:

Your target market is the UK but you have hired influencers with the maximum followers from the US. Does that sound right to you? Similarly, hiring influencers with an audience interested in fashion when your product is related to art is wrong too. It’s important to match the influencer’s style and audience to your brand’s target segment before hiring them. 

How to avoid this mistake? With HypeAuditor’s influencer report, you can also check influencer’s audience age and gender, audience country and city, and audience size. Knowing these metrics can be really helpful in gauging how valuable an influencer is to you in the long-term. 

Mistake #4: Collaborating with influencers with improper disclosure: 

Working with influencers with improper disclosures is harmful for your brand as well as the influencers as the FTC becomes more and more stringent about influencer disclosure on social media. In an effort to protect your brand’s reputation in the long run, it would be wiser to look at influencer’s past work before hiring them.

How to avoid this mistake? Before hiring an influencer, go through their social media platforms and check if they are following the FTC guidelines in their sponsored posts. If the influencer is rightly disclosing then you can go ahead and hire them. 

Final words:

Easier said than done, hiring the right influencer remains a challenge for so many social media managers and marketers. If you use tools like HypeAuditor to direct your search results, you can definitely end with reliable and authentic influencers. Once you have collaborated with these influencers, you would understand how they bring increased ROI to your campaigns and additional factors required for hiring influencers.