Influencer marketing is not all puppies and sunshine. Businesses spend more and more on influencer marketing and the amount is ever increasing. It’s big business now, it will get bigger in the future. Budgets of traditional types of marketing will be cut in favor of influencer marketing. For many brands, influencer marketing is an effective way to reach potential customers and upgrade current customers. But, while there are many benefits, influencer marketing has its challenges also.
Let’s look at some of these challenges.
1. How to find the right influencer?
Influencer marketing isn’t as simple as throwing some / a lot of money at the influencer with the most followers. Your influencer marketing campaign will only be successful when you connect the right brand with the right influencer. When you don’t have access to the right tools and knowledge related to influencer marketing finding the right influencer can be overwhelming. Are you focusing on followers? Are you focusing on hashtags? Or categories? The latter is a challenge in itself, an influencer can be a mom, a foodie, a model, and so on. Not all influencers can easily be categorized by subject.
2. How important is engagement rate?
As the influencer market is maturing marketers realize they can’t focus solely on the number of followers. It’s more about engagement and impression. And not only this, at first you might be amazed by a great average engagement rate. Taking a closer look gives you a better idea of the quality of the engagement. Look at the sentiment of the reactions. Engagement rate gives you a good first impression, but in the end it’s the quality of the engagement that has an impact on the success of your campaign and consequently the return on investment.
3. Algorithm changes
Social media platforms constantly change their algorithm, which means you have to reinvent the wheel again and again. Next to the algorithm changes new features are added on a regular basis and ‘old’ features that might work for your brand are deleted. This is something you have to take into account before starting with influencer marketing.
Alltogether, don’t let these challenges keep you from starting with influencer marketing. And don’t forget, we’re happy to help.
Learn more about our Instagram influencer agency.