Influencer Marketing's Most Common Misconceptions
Influencer marketing is a relatively new form of reaching consumers made possible given the technological advancements we have achieved in the past decade. It is because this type of marketing is so new in the scope of marketing history that there are oftentimes many misconceptions about the influencer marketing industry. Below are some common myths about influencer marketing that we are here to debunk:
1. Influencers with larger followings are better than those with less
While large followings are seen as more desirable, influencers with more followers -- called "macro influencers" -- do not always yield the same successful results as a micro influencer. We strategically choose influencers that have high engagement within our clients' desired follower range because high number of followers is not always synonymous with the influencer having high amount of engagement. Another factor that micro influencers have advantage over is a niche community of loyal followers that are dedicated to keeping up with the happenings and products in their lives by actively engaging with the influencer -- reading their blog, watching their YouTube videos, awaiting their daily Instagram Stories, etc. Additionally, followers of micro influencers are more likely to share similar interests than those of macro influencers. Depending on the campaign and the brand's goal, both micro and macro influencers can prove to be valuable assets.
2. The success of an influencer marketing campaign cannot be measured
When it comes to measuring a campaign's ROI, it is important to first define its goals. Whether a brand seeks to increase brand awareness, track click-throughs to a page, or increase social engagement, we can gather metrics by working closely with the selected influencers in addition to using digital tracking tools to measure metrics. By having goals set from the start of a campaign, we can be more specific in our reports on ROI and gauge the success of the campaign and where improvement needs to be made. It is important that our clients see the performance of their investment in full transparency and that we see where there is an opportunity to improve on our end.
3. Influencer marketing is not genuine
While the idea of paying content creators to promote a product appears disingenuous, most influencers will not work with brands or products they do not admire and trust to be of good enough quality to share with their audience. Furthermore, types of influencers that create content around food, baby products, skincare, makeup, health or haircare often request a trial period with the product they are being contracted to generate content for to make sure that it is indeed a product they can support — they need to feel the product resonates with them to the point that they feel comfortable recommending and promoting it. Good content creators only work with brands they can be fully honest about in a positive way and create authentic content for.
Photo via savinachai.com