Avoiding the pitfalls of influencer marketing




Sally Boffey

At our latest Digital Academy, event we were joined by influencer, Joe Tasker and Phil Hartley,  partner at Schillings law firm

It’s not uncommon to find that businesses leave the job of working with influencers “to the intern”, dismissing influencer work as being less serious or worthy of time and effort than paid or earned media campaigns.

Yet this kind of practice vastly underestimates the strategic importance of influencer campaigns in 2019. More than half of us have made a purchase based on an influencer’s recommendation, according to research we’ve conducted here at Good Relations.

What’s more, a lack of proper planning can create hollow and ineffective campaigns, with little consideration for usage rights or regulatory compliance. As our speakers David Imison, a partner at Schillings law firm, and online creator Joe Tasker told us, this can cause serious problems from both a legal and strategic perspective.

To help brands navigate the ever-changing world of influencer marketing, our expert team at Good Relations have rounded up five common pitfalls – and how best to avoid them:

1. Failing to deliver

The story of Fyre Fest is now legendary – for all the wrong reasons. As entertaining as the documentaries and online hot-takes were, underneath the farce was a perfect example of where influencer marketing can all go horribly wrong when you fail to deliver on your promises.

2. Failing to create

Without a clear brief, you’ll struggle to get the kind of content you want. Always keep in mind the tone and style of the influencer you’re working with. Ensure the brief is easy for them to follow and make their own, whilst still retaining your key messaging. Unclear or vague briefs will result in lazy posts – such as captions copied directly from your email! 

3. Failing to disclose

As with any advertising campaign, you have to follow the rules. Always disclose the commercial relationship upfront with a clear marker #ad or #advert   Remember to check for any industry specific regulations, as flouting these could get both your brand and the influencer into serious hot water.

4. Failing to behave 

We’re all human, and we all make mistakes – even influencers. However, it’s your responsibility to carry out due diligence and pre-vet the influencer you’re working with by checking out their background. These people are your brand ambassadors, and inappropriate behaviour can be very damaging to your brand’s reputation.

5. Failing to check

As well as looking into their professional background, don’t forget to check out their personal interests too. It’s important to make sure whoever you’re working with is genuinely interested in what you’re asking them to promote, as this will not only ensure that the content they create for you feels authentic, but that they’ll enjoy creating it too – and this will be felt in their posts.

If you would like to get influencer marketing working for your brand, please contact Holly Dedman to arrange a meeting with the Good Relations Digital and Content teams.

To register for future events at Good Relations check out our events page

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