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You may be familiar with some of the things you should do when it comes to influencer marketing, such as having an always-on strategy or adopting a data-driven approach. Yet there are still lots of influencer marketing mistakes that brands and influencers alike can make which will hinder the effectiveness of your campaigns.

In this article, you’ll discover the five influencer marketing mistakes to avoid in 2022 and offer insight into what can be done to rectify them. 

1. Being inauthentic

Authenticity is at the heart of every successful influencer marketing campaign, yet in some campaigns, this does not come across. Being inauthentic rings particularly true when shortcuts are taken, such as copying and pasting captions in one-shot ads.

A lack of authenticity in influencer marketing campaigns can lead to poor engagement rates and may result in a disconnect between the influencer and their followers.

A lack of authenticity in influencer marketing campaigns can lead to poor engagement rates and may result in a disconnect between the influencer and their followers. Amplified by the competitive climate we live in today, audiences crave authentic marketing messages and can easily spot the alternative amongst both brand and influencer content.

For influencer activations to come across as more authentic, it’s crucial that you offer influencers the freedom to follow their already-proven tactics when it comes to content creation — and that your strategy plays into the long term. The goal is to create content that fits seamlessly into the influencer’s pre-existing feed and identity, and which avoids any resemblance to traditional one-off ads.

2. Not having clear objectives

Influencer marketing may seem pretty straightforward, but there are lots of considerations that you’ll need to make in order to develop and execute a successful influencer marketing strategy. Many brands have a rough idea of what they expect from the channel but they don’t always pinpoint exactly what they want to achieve. This then leads to a lack of clarity on the tactics required to get there and the data to monitor to measure success.

The best way to solve this is to first and foremost set out clear goals and objectives for your influencer marketing efforts, and then communicate this effectively with your influencer marketing agency. This way, the influencers that work with your brand will know exactly what kind of content to produce and will keep your aims in mind throughout.

3. Not trusting your influencer

One of the most common mistakes you might make with influencer marketing is not fully trusting the influencers you work with. We get it: it’s nerve-wracking handing your brand over to a relative stranger. But if you feel the temptation to try to dictate exactly what and how the influencer is making their content, try to resist. Not only does this undermine the influencer, but their followers are likely to be wary of content that doesn’t resemble what they’re used to.

Influencers know their followers inside and out, so the best way to avoid this mistake is to listen to them when they create content. Influencers are experts in their fields and they should be treated as such. They know how to create content that engages their followers.

Influencers are experts in their fields and they should be treated as such. They know how to create content that engages their followers.

4. Being single-mindedly sales-centric 

Having an open mind in terms of objectives and finding a place for each one within your strategy will help you see the maximum potential from your influencer activations.

Many brands opt for influencer marketing as a way to increase sales. Although this isn’t necessarily a bad motive, there can be many missed opportunities if your KPIs are sales-centric to the exclusion of all other objectives.

There are numerous outcomes that brands can achieve with their influencer marketing strategy, such as brand awareness and brand image enhancements.

5. Not understanding your audience

It goes without saying that brands should understand their audience, and this is no different when it comes to an influencer marketing strategy. Take the time to understand exactly who your customers engage with and where they are most active online and you’ll have a much stronger chance of finding an influencer with a strong affinity with your brand identity. Failure to do this can lead to unengaged audiences and a disillusioned customer base if they feel like they’re not able to access the content they want. 

However, it’s worth noting that these are much more frequent challenges when working with brand-generated content than it is with influencer-generated content. After all, one of the perks of the channel is that influencers have already done the audience research for you — you just need to pick the right one.

Summing it up

Influencer marketing isn’t going away in 2022. In fact, it’s going to continue thriving as more brands realize the invaluable benefits (and indeed the necessity) of the peer-to-peer recommendations that come as a result of the channel. So to ensure you don’t mess up on your strategy, avoid these five influencer marketing mistakes at all costs.

About the author

As Cure Media’s Marketing Manager for the UK, Holly Morran is relieved to finally have an excuse for how much time she spends on Instagram. When she isn’t glued to her favorite influencers’ feeds, Holly is an enthusiastic patron of the London brunch scene and a lover of all things theatre.

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