3 Reasons why your Influence Marketing is not working
Influence marketing is a trend. There are numbers of social media users with many followers. For example, one of my Instagram accounts has just reached over 200,000 followers recently. Influencer marketing can work well and they can be extremely effective. However, I have seen there are lots of times that it is not working well. Why is that?
- The influencer has different target audience than your target
How my followers react when I post something that is different
I have been receiving lots of emails regarding sponsor posts on Instagram. However, I refused to do it after I look at the content. Why? The target audience is different. When selecting my marketing partners, I have been careful. If I randomly accept the offers, the campaign can go bust, and I will also have a risk to lose followers.
- You cannot control
In other words, I control the campaign. As an influential social medial user, I like to work on my own. Although sometimes my clients say giving me lots of space to creative the work, I would suggest my clients to check the content after I create the post on Instagram.
Creativity is limitless. If you want to have some control to the marketing project, give some clear guidelines to the influencers. One of my clients did not give me enough details and blamed me I created something that was not their expectation. At the end, the company did not pay for me after I finished the work one month. It wasted my time! So, maintain an open line of communication throughout the partnership.
When I get the response from the company that the sponsor post is not what they want yet they don’t give me clear guidelines
- Using the wrong platforms
Do some research on different social media platforms. It will be very useless if you want to target on lawyers and you ask someone to promote your legal works on Instagram (It may work but the marketing campaign has to be very good and creative!)
Don’t be confused. Plan and research well before starting your influence marketing!