Campaigns: 5 Shocking Reasons Why They Fail & What to Do About it

Hello iNFLUWURKers!

In the ever-changing realm of digital marketing, influencer campaigns are a prominent way for brands to reach and impact their target audience. With effective execution, they will encourage brand awareness and conversions. However, some influencer campaigns are unequally curated and end up falling short of their initial expectations. In this blog post, we will talk about the most frequent drawbacks that result in the eventual collapse of influencer campaigns and advise you on how to steer clear of them for the foreseeable future.

Campaigns: 5 Shocking Reasons Why They Fail & What to Do About it

1. Mismatched audience alignment

The most common reason as to why influencer campaigns collapse is the absence of proper alignment between the influencer’s followers and the target audience of the brand. Selecting an influencer purely do to a high following without taking the values, interests and overall demographics of their audience into account will cause a campaign to appear unauthentic and unappealing. In order to circumvent this, brands must partake in meticulous research to make sure that the influencer’s audience resonates with their target market. Likewise, influencers must steer clear of brands that don’t match up to their unique niche and style.

2. Lack of transparency and inauthentic

Social media users gravitate towards honest and relatable accounts. If the endorsement of an influencer appears insincere, the will lose the trust of their followers. Influencers must wholeheartedly believe in the products or services that they advertise and brand partnerships must be disclosed to their audience. Brands must ask the influencers that they work with to steer clear of scripted content in order to maintain a strong bond with their audience. In addition, they should prioritise influencers with preexisting content that displays authenticity.

3. Ignoring campaign metrics and KPIs

In the absence of key performance indicators (KPIs) and measurable targets, influencer campaigns are unlikely to achieve the results that are expected of them. Brands should utilise influencer marketing to establish metrics that resonate with their personal marketing goals. Whether it’s click-through rates, conversion metrics or engagement rates, studying and analysing data on a regular basis will optimise campaigns for success. Brands must make the influencers that they work with aware of these metrics and encourage them to abide by them. Similarly, influencers should educate themselves in the field of basic data analysis before entering into any brand partnerships.

4. Lack of clear communication

Clear and consistent communication between brands and influencers is paramount when it comes to running effective campaigns. Miscommunication regarding deliverables, timelines and overall expectations will result in a breakdown of the relationship. Therefore, brands must establish clear guidelines and deadlines upfront if they want to mitigate this. In the same way, influencers must ensure to reciprocate this effort by updating brands on the progress of the campaign. Regular efforts to communicate ensures keeps both parties in sync and promotes a smooth partnership.

5. Overlooking micro-influencers

Yes, a macro-influencers with a staggering amount of followers has the potential to be extremely impactful. However, relying purely on those with large audiences is a mistake. A micro-influencer with a small but greatly interactive audiences will deliver a greater level of authenticity and brands that overlook micro-influencers are likely to miss out on the opportunity to foster strong bonds with niche markets. A proportional influencer strategy that involves a healthy combination of macro and micro-influencers will maximise a campaign’s reach and engagement. Assuming that micro-influencers are unable to bolster brand awareness is a huge mistake on the part of brands and their engagement rates are often significantly higher.

When executed to a high standard, influencer marketing is a powerful way to boost brand awareness. By steering clear of these frequent drawbacks and building authentic influencer relationships, brands will be able to unleash the potential of influencer campaigns. Resonating with suitable influencers, staying authentic, expressing reasonable expectations, utilising data and recognising the value of macro and micro-influencers will allow them to succeed in their marketing endeavours. By combing the strategies mentioned, brands will curate influential campaigns that align with their target audience and bring about worthwhile results.

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Happy influencing!

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