What you should pay attention to so that your influencer marketing campaign is crowned with success
Influencer marketing is a successful marketing strategy for companies to achieve various goals via social media platforms. From reach to sales to branding: if you work with the right creators, nothing stands in the way of success on Instagram, TikTok and the like. And to ensure just that, we summarize our 3 red flags in influencer marketing in this post.
No brand fit between company and creator
For planned influencer marketing campaigns to be successful and for all parties involved to achieve their goals, companies need to find suitable creators. It is essential for good influencer marketing that companies advertise with creators who fit them and represent them well. If this is not the case, the campaign quickly looks untrustworthy and out of place. However, since authenticity is one of the highest goods in influencer marketing, it is even more important that companies are not only blinded by a high number of followers. Brand fit and shared values are just as important as, for example, finding a creator who addresses the same target group as your own company.
Creator promoting a different product every day
These days, social media platforms – especially Instagram and TikTok – are among the most reliable sources for many when it comes to a potential purchase. That’s exactly why it’s so important that creators are aware of this responsibility and advertise authentically.
Recommendations that you can rely on are therefore very helpful. However, if creators promote a new product every day, perhaps even contradicting themselves because they were promoting a competitor’s product just a few days ago, this is a clear red flag in influencer marketing that companies should pay attention to.
Companies give influencers too many guidelines
Briefings are common in influencer marketing. They set out what the customer wants and what the cooperation should look like, so that the creators have something to work with. In the meantime, briefings are useful so that both sides know where they stand and what is desired.
However, if companies want to meticulously tell influencers exactly what they should say and how they should behave in the context of the cooperation, for example in the context of an Instagram Story, the entire creativity and thus the authenticity is lost. However, trusting the creator in the context of his creative expression is one of the most relevant success factors in influencer marketing. Influencers know their community best and therefore also know best how and in what form they should communicate with it. If companies don’t get involved, that’s a red flag in influencer marketing.
Red Flags from Lookfamed Creator Management
You want more specific insights into our Red Flags? Our Head Of Creator Management Selina has summarized them in a (German) video: