“Influencers aren't effective for marketing.” Do you also believe the same? If you do, chances are your influencer marketing campaigns have failed consecutively. You were not able to generate enough results even after spending a huge amount of money, which makes you feel influencer marketing as a whole does not work. On the other hand, there are brands who rely heavily on influencer marketing because it works for them.
Why is it that one brand is able to leverage influencer marketing while the other feels like it's losing money? Let's take a deep dive into why your influencer marketing campaigns are not working in your favor:
Collaborating with a Mega Influencer and Paying Them a Lot of Money
Suppose there is a skincare brand named HONEYDEW. They collaborated with an influencer a couple of months ago and didn’t see any results after paying huge money to a single influencer. While choosing their influencer, HONEYDEW had noticed the creator had a huge following; however, the campaign did not work.
On the other hand, there is another skincare brand named YELLOWSTONE. They found small creators in their niche who have a close community. YELLOWSTONE noticed amazing results from their first campaign itself.
What do we learn from the example of these two brands?
Instead of going for a mega influencer initially, it's better to start small with micro-influencers who have a more engaged audience and see how it works. It is cost-effective and could be more result-driven for your brand because you can collaborate with multiple influencers on the same budget that you would pay to a mega influencer.
Let's take another example.
Collaborating with Influencers from a Different Niche
This time the brand HONEYDEW collaborated with an influencer who was in the infotainment niche. The influencer had a massive following, yet the brand did not see any major results from their collaboration.
On the other hand, the brand YELLOWSTONE found creators who are strictly in their niche and have an active audience. Once their campaign went live, they started seeing a boost in their sales and generated $10k in revenue from this campaign.
What is the learning from these two examples?
The brand HONEYDEW collaborated with an influencer whose content and brand were not aligned with the brand's values and goals, so they didn’t see any positive impact. It is always important to consider an influencer whose audience is more likely interested in the product or service being promoted. If you go with a creator who just has big numbers on their profile and doesn't align with your brand, more likely the audience is NOT going to relate with your brand.
These are possible reasons why your influencer marketing campaigns are failing! Are you making the same mistakes as HONEYDEW? Sit back and take a look at your influencer marketing strategy to understand what areas you can improve upon. And if you are feeling overwhelmed, relax because we are here! At Ment Internet Works, we guide you in setting the right expectations, choosing the right influencers, and making the best out of influencer marketing. Reach out to us and let's create something exciting together!