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Influencer marketing: 5 crucial misconceptions
Influencer Marketing is hot and happening. However, there are many misconceptions going around, about this particular type of marketing. I’ll explain to you which misconceptions those are, and why it is not true.
The more followers, the better.
NO, NO, NO! A large number of followers could be important, but more important elements are reach and engagement. The larger the reach, and the better the engagement rate, the bigger the chances are for a succesful campaign. Next to this, an influencer with a small following could be a better fit to your brand, because he or she focusses on a specific niche.
Every influencer fits to every brand.
This is a crucical mistake whic happens regularly. If you decide to use influencers for your brand, it is of high importance that these influencers fit with your brand. Is it a mismatch? That will not only cause bad results for your campaign, but also damage to your reputation for your brand AND the influencer. In this example, you can see a collab between Shell and @annanooshin. Not a success, due to the lack of attention for the perfect match.
Influencer marketing will be over in a few years.
Nope! Influencer marketing is a new term for a marketing concept that has been around for years. Where we now use influencers, we used to do this before with celebrities. Think of George Clooney promoting Nespresso. This concept has moved from traditional media to online media. Did you know that this concept has been used for the past 100 years? It certainly will not be over in a few years.
Influencer marketing is expensive.
A campaign is dependent on the available budget you have in mind. Depending on the budget, the approach to the campaign can be figured out, and the type of influencers that fit with the campaign.
Influencers aren’t credible, because they get paid.
In this misconception there is a certain truth: some influencers do take every collaboration, and therefore overflow their following with #ads. This could have an impact on their credibility. However, there is also a group of influencers who do pay attention to the match between influencer and brand and do not accept each and every offer.
Would you like to start with influencer marketing, but have no clue on where to start? I would like to help you by managing your campaign from start until finish. Learn more.
