Why You Are Not Seeing Success with Influencer Marketing
Influencer marketing in Asia has progressed significantly. In reality, it often outclasses other forms of marketing in terms of return on investment for firms. Not only in terms of creating positive brand sentiment and recognition but also in terms of producing actual sales and profits.
There are several reasons why some firms are having trouble with it. Looking back on some of the industry’s criticisms, it seems that some unnoticeable errors caused many of the issues faced by marketers who struggled to exploit influencer marketing completely. Let’s take a look at them below;
1. Being worried about a lack of absolute creative control
When used correctly, influencers serve as innovative partners rather than just being an advertiser. Their fans have come to expect a particular type of content, a certain tone of voice, and a distinct personal brand. Unfortunately, many advertisers are concerned that if influencers are left to their own devices, they will distort their brand by creating content out of sync with their campaign.
Because of these concerns, companies choose to partner with the most genuine influencers who can produce the exact content that the company desires. Although the material is consistent with the business’s initiative, it is out of step with the influencer’s brand. Unfortunately, followers are quick to pick up on this.
2. Assuming that more is better
One common mistake to fall into is assuming that having more followers automatically equates to having better outcomes. It obviously isn’t the case. For certain campaigns, a smaller budget distributed through micro or nano-influencers could be more effective than a large celebrity influencer.
This is because a large number of followers does not mean high commitment or return on investment. In other cases, the reverse is true. Businesses that spend a lot of money on big influencers when their campaigns don’t need it, on the other hand, sometimes see a low return on investment.
3. Believing that influencer marketing isn’t genuine
Another delusion is that creating supported content on sites based on authenticity is somehow contradictory.
Working with an influencer who is passionate about your brand and whose personal brand is associated with yours is one of the cornerstones of a successful influencer campaign.
When you find influencers who care about your brand, you never have to worry about losing their credibility. If the content is funded or not, followers who know their influencers can tell when their views are genuine. Furthermore, true believers in your brand will frequently go above and beyond to share their feelings.
4. Ignoring the influence of narratives
Ultimately, influencer marketing entails more than just paying a celebrity to sell your goods. When it comes to influencer marketing, it’s easy to overlook the value of storytelling. Still, a compelling narrative is just as important here as it is in any other form of advertising.
Without meaning or a story, followers will ignore a post as just another uninspired advertising. Branded advertising that lacks a compelling story to tell will struggle to find an audience, and these are the promotions that often fail. So, it’s very important to take note of these errors.