Every few years, there’s a new silver bullet out on the market. Something that offers brands unlimited possibilities with little effort.
But here’s the problem with silver bullets—they only go where you point.
If your aim is off, hitting a bullseye is impossible.
Right now, influencer marketing is being billed as a solution to everything from achieving record sales to building audience trust. However, this success isn’t as simple as paying a social media personality to point their camera and start filming. There are plenty of ways to make these partnerships succeed—and plenty of pitfalls to avoid. Here’s what you need to know about developing an influencer marketing strategy that hits the mark every time.
Common pitfalls
Influencer marketing is a relatively new industry that’s constantly evolving. Algorithms, content trends and laws around data collection are all subject to change.
In this environment, stumbling blocks can seem par for the course. Remember that there’s a difference between trial and error and rookie mistakes. Here are some of the most common pitfalls:
- Numbers (sometimes) lie: 1 in 4 influencers have bought fake followers. How can you tell what’s real? Engagement rates and engagement quality are huge indicators. Take a deeper look at how their audience interacts with their posts to make sure you’re getting what you pay for.
- Sticking to the script: Influencers aren’t puppets. They’re people. Authenticity is one of the most important elements of successful influencer marketing content. If you’re asking influencers to read off a script or post something that feels out of place, you’re probably going to get a lukewarm response.
- Chaotic posting: How often is your prospective influencer posting? Is it consistent? Irregular and haphazard posting can point to a lack of intimacy with audiences. Too much posting, however, can yield a lower engagement rate since the influencer is clogging their followers’ feeds.
Best practices
Some brands use influencer marketing for increased awareness. Others want to see an explosion in sales. No matter the goal, you can rely on these foundational principles to set your campaigns up for success:
- You can’t fake enthusiasm: Look for influencers who naturally align with what your brand stands for, not just what your company sells. A partnership that’s united around core beliefs is usually the “it” factor behind highly engaging content.
- Be a partner, not a puppet master: Your relationship with an influencer behind the scenes has a direct impact on the content they deliver. Make sure they feel seen, heard, supported and excited about their work with your brand.
- Great content deserves a second life: Why rely on a single post to do all the heavy lifting? Platforms like Instagram make it easy to amplify your reach. Stories, collaborative posts, and—if the contract allows it—repurposing footage for ads can make a big difference.
Nano-influencers, big opportunities
Engagement on Instagram is declining, and it’s especially true for mega-influencers. Accounts with over 1 million followers have seen their average engagement rate drop from 1.97% to 0.95% in just a few years.
If you’re looking for a big impact, it’s time to think small. Nano-influencers tend to show more built-in audience trust, have the highest engagement rates, and give brands access to niche audiences.
What do we mean by mega and nano influencers? Here’s the standard breakdown:
- Nano-influencers: 500 - 10,000 followers
- Micro-influencers: 10,000 - 100,000 followers
- Mid-tier influencers: 100,000 - 500,000 followers
- Macro-influencers: 500,000 - 1m followers
- Mega-influencers: 1m+ followers
The Wharton School of Business recently conducted a study analyzing 500,000 TikTok Discover Page videos. They found that accounts with more followers might see more views, but their posts don’t always get more likes, comments, or shares.
Despite this data, over 80% of marketers say macro-influencers top their list of ideal influencers. By partnering with nano-influencers, you have a huge opportunity to go where other brands aren’t looking. That means you can stand out from the noise while building a relationship with an influencer who’s on the rise.
To successfully integrate influencer marketing into your overall strategy, you need a solid foundation. Sometimes, that means hiring outside experts to help make sense of it all. With the right plan and a clear vision, it’s easier to hit a bullseye every time.