3 Things You Need To Avoid When It Comes To Influencer Marketing in 2019
Influencer marketing and content creators aren’t going anywhere, anytime soon.
And while a paid campaign or sponsored deal can benefit both the content creator and a brand, there are a few things all parties need to avoid in to ensure brand collaborations go smoothly.
Here are three basic things both influencers and marketers need to avoid at all costs in 2019.
This applies to both content creators and brands as, unfortunately, both parties can feel pressured into falsely augmenting their audience in order to look more established or “influential.”
In the past buying fake followers wasn’t as taboo as it is today, especially before the rise of the influencer marketing industry and paid collaborations.
As the industry developed and influencer marketing budgets began increasing (along with the technology to detect fake followers) the demand for influencers with an authentic following rose.
How Can Content Creators Avoid Fake Followers?
We have a straightforward solution: don’t buy fake followers.
While it’s possible to accumulate fake followers (a.k.a. “ghost” followers) by just existing on a platform, it’s never a good idea to purchase them.
Influencer marketing professionals have access to sophisticated tools and can tell if you’re padding out your following with fake followers.
But what if you made a mistake and bought fake followers years ago? Or you suspect someone else bought you make followers?
How Can Marketers and Brands Avoid Fake Followers?
Most agencies thoroughly vet the influencers they work with, so you can rest assured you're working with content creators that have an authentic, engaged audience.
After an influencer has built up a loyal fanbase, surrouding their niche area of interest, the worst thing they can do is take a brand sponsorship that won't resonate well with their audience.
For example, Cristiano Ronaldo’s audience would be pretty confused if he started advertising Sugar Bear vitamins out of the blue.
No matter how tempting the pay check at the end may seem, influencers have to make sure not to take deals from brands that are dissonant to their online presence.
The brand won’t be getting the most effective advertising as it won’t be targeted at their key demographic.
Meanwhile the influencer’s following may be disillusioned and feel as though the influencer is inauthentic, potentially leading to a drop in followers.
How Can Content Creators Avoid Inauthenticity?
Content creators shouldn't copy other influencers or feel pressured to take on brand deals that don't fit with their style, niche area of interest, or that won't resonate well with their audience.
How Can Marketers and Brands Avoid Inauthenticity
It's straightforward: work with content creators who are passionate about both content and the brand's product and/or service.
Generally speaking, if an influencer truly feels a campaign won't appeal to their audience they'll turn it down.
Avoid Being Careless
It's really a shame when one wrong post, or a simple mistake can send even the most established influencers tumbling down.
We've all seen a few nasty publicity scandals in our age, transforming former support into criticism and resulting in brands not wanting to be associated with the individual.
This is obviously a worst-case scenario, but in order to avoid anything of the sort happening to you, here's what we suggest.
What Do Content Creators Need to be Mindful Of?
Now brands can include morality clauses in their contract, which enables them to sever ties with an influencer if their public opinions and actions go against the brand’s values.
It is definitely tempting to put out potentially provactive posts that may result in high engagment, or easy to make a mistake and post something which doesn't comply with the laws of a region or a platform.
So, influencers should be wary of their online presence and the image they project, especially if it is representative of a brand as well.
What Do Brands Need to be Mindful Of?
At the same time, brands have to keep in mind that influencers are humans too and not just a billboard.
In striking up a partnership with an influencer, they must accept that the influencer takes a large chunk of responsibility for how their product/service is advertised.
They have created a specific image for themselves and have loyal followers who have expectations of them.
If brands pressure the influencer to advertise exactly according their vision, and it isn’t harmonious with the influencer's page, conflict is inevitable, and audience engagement will probably take a hit.
Brands should trust influencers to do what they do best, which is create content for their audience.
Did we miss anything out? Let us know in the comments below.