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6 reasons why influencer marketing does not work for you.

  • Writer: by demeter
    by demeter
  • Jan 7, 2022
  • 3 min read

Updated: Oct 27, 2024



Influencer marketing as we are well aware is taking over the digital space faster than ever before. However why is it that some brands have a negative response when it comes to influencer marketing ? More often that not the phrase, "Influencers do not work are not a worthwhile investment" has been used a lot.


Well , let us dissect the challenge and see what possibly could be the reason for this strong feelings.


Picking the wrong Influencer

As with so many things in life we are spoilt for choice and it is up to us to make the right decision. Think about it from a relationship perspective , if you pick a partner you are not compatible with , then chances is that relationship will not work . Same goes for Influencers. You may discover an influencer who has quite an amazing reputation , however they are known for fashion and lifestyle , your brand on the other hand is tech inclined. By default there is a disconnect because this influencer may not be knowledgeable in the subject and may not pass down your brand message in the way that serves you best.



Doing your research and picking individuals are within your niche to help promote your product or service will help you achieve better results.


Relying solely on Vanity Metrics

It is no surprise that some individuals buy their following on social media . This can serve as a deceiving factor for you.

To avoid such a scenario , taking the time to observe how people engage with the influencer at hand. Making sure their follower count is corresponding to their likes or comments their content , checking how people respond to them and interact with them. In order to be an influencer you must be influencing someone.




Lack of proper planning

When you are ready to work with an influencer ,do make sure you have a plan in mind. This can be anything from KPIs you wish to achieve through that particular influencer, deadlines of when you require a piece of content, contracts that need to be put in place and any meetings you may need to set up .



Investing in a one time push all

Many small businesses tend to assume that if they invest in one popular influencer when they are launching ,will translate into some major traffic and sales. This is not sustainable long term because it will not help create the relationship a consumer needs in order to be a loyal customer. In addition to this most big influencers charge more for their services which might not be a smart financial decision at the beginning of your project.

Investing in a Nano or micro influencer over set period of time is by far a better and sustainable option.



Micro managing Influencers

Your brand is very very important and you of course want the best however micro managing someone you hired is not he best option . Influencers know their audience better than you do so they are in a better position to convey the message in the right tone. When you are suffocating them with demands , they really cant express their creative understanding of your brand in a way that is more authentic and organic.

See your influencers more like team mates who share the same goals as you .






Failing to have a budget



As you sit down and jot down your budget , it is integral to include and influencer budget if influencers are in your plans .

For example you want to work with 10 influencers over the year , you would need to know how much you are willing to pay them to promote your products.

If you are lucky you might get influencers who are willing to be compensated using products only . However you still need to account for those products so that in the long run you do not run short on stock.





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