Introduction
Influencer marketing is a powerful growth lever, but many companies make mistakes that limit their return on investment. A poorly optimized campaign can lead to a loss of money and damage the brand's image.
In this article, we detail the mistakes to avoid in influencer marketing and explain how to correct them to maximize your results.
1. Do not set a clear objective
One of the most common mistakes in influencer marketing is not having a well-defined objective. Without a clear strategy, it is difficult to measure the success of the campaign and optimize its impact.
Error :
- To embark on a campaign without setting a measurable objective.
- Not defining KPIs (key performance indicators) to track effectiveness.
- Choose an influencer with no direct connection to your target audience.
How to remedy this :
- Determine a specific objective: awareness, engagement, lead generation, or sales.
- Adopt clear KPIs: engagement rate, impressions, conversion rate.
- Adapt the format of the campaigns (promo codes, unboxing, educational content, etc.).
2. Choosing an influencer based on the number of followers
The number of subscribers isn't everything! A massive audience that is not very engaged will be less effective than a smaller but loyal community.
Error :
- Favoring an influencer with millions of followers without analyzing their audience.
- Ignore the engagement rate and the quality of interactions.
- Do not verify the authenticity of subscribers (risk of purchased or inactive subscribers).
How to remedy this :
- Prefer an influencer with a high engagement rate (ideally >3%).
- Use tools like Spread to analyze actual performance.
- Make sure that the influencer's target audience matches yours.
3. Do not give the influencer creative freedom
Overly scripted content appears artificial and reduces the reach of the campaign. Influencers know their audience better than anyone else.
Error :
- Imposing a rigid discourse that does not match the influencer's style.
- Requesting a message that is too promotional and does not resonate with the community.
- Prevent the influencer from adapting their tone and format.
How to remedy this :
- Provide a clear but flexible brief.
- Trust the influencer to tailor the message to their audience.
- Encourage authentic and natural storytelling.
4. Not measuring the performance of the campaign
Many companies launch campaigns without real performance tracking, which prevents them from optimizing future collaborations.
Error :
- Do not follow the results in real time.
- Rely only on impressions and not on engagement or conversions.
- Do not compare the performances between different influencers.
How to remedy this :
- Use key KPIs: engagement rate, clicks, leads, conversions.
- Test several influencers and adjust the strategy.
5. Not adjusting the budget to the objectives
A poorly defined budget can harm the effectiveness of your campaign, whether by investing too much or too little.
Error :
- Spending without strategy and without measurable ROI.
- Choose only macro-influencers without testing nano or micro-influencers.
- Not budgeting for testing and adjusting the strategy.
How to remedy this :
- Test different types of influencers to optimize the Cost / Performance ratio.
- Allocate a portion of the budget for testing before launching on a large scale.
- Analyze previous campaigns to refine the future budget.
Conclusion: Optimize your influencer campaigns
By avoiding these mistakes in influencer marketing, you improve the relevance and effectiveness of your campaigns. A good choice of influencer, an adapted strategy, and rigorous follow-up ensure a better return on investment.
🚀 Book a call with Spread now to optimize your campaigns and avoid these mistakes!