Focus on key influencers to make yourself known
Posted: Tue Jan 21, 2025 5:42 am
Focusing entirely on the number of followers to activate a KOL is, again, one of the most common mistakes marketers make. It can be tempting to want to use celebrities and macro-influencers like Kylie Jenner (309 million followers on Instagram) or Cristiano Ronaldo (400 million followers on Instagram) for your next influencer marketing campaign. Seeing your product promoted to such a large audience can be a dream come true. But are you willing to pay several hundred thousand dollars for a post? Definitely not. Especially since the audience of these highly followed KOLs includes a very wide audience that does not necessarily correspond to your target audience.
Additionally, these influencers may not be as connected to their audiences as those with a smaller community. They may be attractive at first glance, but they may also be quite irrelevant to your brand. In some cases, it's better to use micro-influencers to really reach your goals (and your budget), as they're more likely to interact with their audiences and respond to their comments/requests about your products or services. How do they do this? By having a close relationship with their followers.
Source: Influencer Marketing Hub via Oberlo
If we look at the average engagement rates of the different types of influencers out there, we quickly notice that those with the highest engagement rates are micro-influencers (here less than 15K followers on Instagram) with almost 4% average engagement rate versus only 1.21% for mega-influencers (more than 1M followers on Instagram). Although mega-influencers offer greater visibility to the brands that activate them, their engagement rates are the lowest of any category.
Curbing the creativity of content creators
Finally, the last mistake that is frequently made in Influencer Marketing is related to the creative freedom given to KOLs (Key Opinion Leaders) in the context of a campaign. It is essential to have a clear brief on what is expected payroll directors email database in the context of the Influencer Marketing collaboration, but this brief does not have to be too restrictive for the content creator. In fact, if you have chosen one influencer over another, it is certainly because you appreciate their world and what emerges from it. Therefore, it is important to let them be creative in creating the campaign and the content so that their posts remain authentic and are perceived as such by their audience.
If you stifle the creativity of content creators by imposing strict guidelines or an overly promotional message, you risk significantly reducing the impact of your campaign because followers who know the influencer very well will immediately see that it is a sponsored message, a type of publication that communities tend to view with suspicion.
Therefore, imposing too strict instructions on influencers is not a good thing. After all, influencers know their followers very well, so they are the best people to know how to talk to them about your brand. Also, if you want to work with a content creator in the long term, it is important that they feel comfortable working with you, so that they are the best able to create engaging and authentic content .
Want to learn more about Influencer Marketing best practices for your next campaign? Get in touch with our experts to learn more about the topic.
Additionally, these influencers may not be as connected to their audiences as those with a smaller community. They may be attractive at first glance, but they may also be quite irrelevant to your brand. In some cases, it's better to use micro-influencers to really reach your goals (and your budget), as they're more likely to interact with their audiences and respond to their comments/requests about your products or services. How do they do this? By having a close relationship with their followers.
Source: Influencer Marketing Hub via Oberlo
If we look at the average engagement rates of the different types of influencers out there, we quickly notice that those with the highest engagement rates are micro-influencers (here less than 15K followers on Instagram) with almost 4% average engagement rate versus only 1.21% for mega-influencers (more than 1M followers on Instagram). Although mega-influencers offer greater visibility to the brands that activate them, their engagement rates are the lowest of any category.
Curbing the creativity of content creators
Finally, the last mistake that is frequently made in Influencer Marketing is related to the creative freedom given to KOLs (Key Opinion Leaders) in the context of a campaign. It is essential to have a clear brief on what is expected payroll directors email database in the context of the Influencer Marketing collaboration, but this brief does not have to be too restrictive for the content creator. In fact, if you have chosen one influencer over another, it is certainly because you appreciate their world and what emerges from it. Therefore, it is important to let them be creative in creating the campaign and the content so that their posts remain authentic and are perceived as such by their audience.
If you stifle the creativity of content creators by imposing strict guidelines or an overly promotional message, you risk significantly reducing the impact of your campaign because followers who know the influencer very well will immediately see that it is a sponsored message, a type of publication that communities tend to view with suspicion.
Therefore, imposing too strict instructions on influencers is not a good thing. After all, influencers know their followers very well, so they are the best people to know how to talk to them about your brand. Also, if you want to work with a content creator in the long term, it is important that they feel comfortable working with you, so that they are the best able to create engaging and authentic content .
Want to learn more about Influencer Marketing best practices for your next campaign? Get in touch with our experts to learn more about the topic.