Influencer Marketing - Its Nature And Some Common Mistakes You Should Avoid

If you understand thoroughly the nature of influencer marketing and some common mistakes? Let’s follow this article!

Nowadays, the Internet is growing so fast. Social media is becoming more diversified, leading to the advent of a range of PR technologies. It is the case for a movie premieres, people criticize it bad, but why do many people still go to see? Did you know that the film group distributed 100 free VIP tickets for "Influencers"?

A saying of celebrities will create powerful interactive effects through social networks, which are much more valuable than regular advertising. The term "Influencer Marketing" also comes from here.

What is Influencer Marketing?

Influencer marketing is a form of marketing that uses influencers to send brand messages to the market. Instead of advertising directly to a group of customers, you will inspire and pay the influencer to help you do that. Influencers will spread their voices through social media channels either by compiled labels or by their own words.

The dawn of the micro-influencers

Formerly, brands and businesses often work with influencers such as famous singers, actors or models (Star A) to be brand ambassadors or advertisers for TV and media products. . However, young customers have changed with the rise of social networking. Marketing trends around the world have turned into a new "influencer marketing" model, which I call "micro-influencer" marketing or advertising with micro-influencers.

A micro-influencer can have 10,000 to 50,000 followers on Facebook or Instagram while top influencers often have over 100,000 fans. An A star may have a large fan base, but we need to consider why the audience is interested in this star. Often, fans only pay attention to something interesting or entertaining than the advertised product. Sometimes, you follow because everyone is watching, not because you are interested in the content. Conversely, viewers follow these micro-influencers because they either (1) have a real-life relationship or (2) share a particular interest in a certain topic in life.

Most companies, especially small and medium ones, cannot afford to pay for "top influencers" to promote their products. As a result, they begin to look to these micro-influencers for collaborative sponsorship, and also transition from the popularity and number of fans to the fit of the followers and the amount of real interaction. Not surprisingly, a "micro-influencer" with 50,000 followers can achieve high interactivity as a "top influencer" with 1 million followers. High volume and low cost interactions for these campaigns help brands sell products and increase the number of new followers.

For example, a sportswear company that works with a star with 1 million fans, they can reach a large amount of audiences, but 90% of these people may not be sports fans. If the company works with 20 micro-influencers whose followers are also fanatical athletes, the brand will reach a large number of true fans.

In addition to having a close relationship with the followers, creating content for a brand is still a second job, not a full-time job, so they will be less likely to post sponsored content. Therefore, their content will be more natural. With the same budget, some brands can collaborate with 20-40 "micro-influencers" to reach different audiences and receive the realer and better interaction, compared to one or two famous stars.

In spite of these things above, most of businesses still make common mistakes when doing influencer marketing. Here, I will discuss 4 mistakes that people often make.

Appreciate the influence over authenticity

In the natural tendency, brands often choose the influencer that has the greatest fan base. Theoretically, this is reasonable because the more famous a person is, the more impact they have. In fact,  it often results in the opposite.

That's because the real impact comes from what they express. Or in other words, when an influencer says something that they believe is true, it will be expressed very sincerely and indispensably. As a result, it will receive the sympathy from the fans.

It has recently been demonstrated that micro-influencers (the users with 5,000 to 10,000 followers) produce about more 1.5 times of interest than the stars who have 100,000 followers, according to Experticity. Just as you have a tendency to believe your friend's opinion than a celebrity, consumers will often believe in a person with low access but what they say is convincing. So, for a business, the balance between influence and honesty is very important. You should choose the people who are more appropriate for the campaign rather than choosing the most famous people.

Mention too much about the brand

93% of influencers believe it would be better if they were responsible for writing content for the campaign. Even so, brands often want to intervene in adjusting the message.

Traditionally, brands often decide everything from words to pictures. However, for influencers who have the habit of producing their own content, the brand needs to negotiate and agree with the influencer on how the message is performing and communicating.

For some platforms such as Facebook, if the brand image is too large, too exposed, it will lose its natural appearance on the Newsfeed. So, though communicating the brand identity is very important, it is equally important for the influencers to integrate them in a natural and subtle way.

Massive deployment campaign

Influencer marketing is built on the notion that targeted customers exist and that brands simply use influencers as a means of delivering messages. Therefore, brands are easy to distract customers and bombard them with dozens of different messages. This means that campaigns that are subtle, with one-off posts, will work better.

On the other hand, many influencers can be used for a campaign hosted on the same marketing channel (such as the brand website) of the brand itself, or use story telling elements in the content of the campaign.

The inappropriateness in KPI criteria selection

The brands should set a good KPI for each campaign, even for each influencer.
Like the mistakes in appreciating the influence over authenticity, brands often make mistake when measuring success only through the interaction rates or campaign sales. You should be more concerned with factors such as positive sentiment, branding, or interaction. These are indicators that help assess the success of your campaign accurately.

For new products and brands to be launched, this is probably one of the most effective ways to reach your potential customers quickly and get noticed in the short time. Be a smart administrator, be able to analyze and grasp the situation, the opportunity to bring the right marketing strategy. Good luck to you!