Instagram influencer marketing is something of a brave new world for marketers right now. Most marketers are jumping on board the bandwagon to get Instagram influencers to promote their products and brands.
As this type of marketing is still new, most marketers are still in the process of figuring out what works and what doesn’t. As a result, many make some major missteps when they begin incorporating Instagram influencer marketing into their strategies.
Here are some of the biggest mistakes people make and how you can avoid them.
Partnering with the Wrong Influencer
This is perhaps the biggest and most common mistake marketers make when they adopt Instagram influencer marketing. They find an influencer—usually one who is well-recognized—and immediately sign that person to a contract.
What they fail to look at is how the influencer fits into their overall brand profile and corporate culture. How much overlap is there between your customer base, the influencer’s following, and the people you want to reach? Does this person embody your corporate values? If not, they’re likely going to make a poor ambassador for your brand.
Instead of looking for the person with the biggest, most generalized following, focus on Instagram influencers who truly fit your brand.
Misunderstanding the Audience of Instagram Influencer Marketing
Who are you trying to reach through your Instagram influencer marketing? You might even want to ask this question before you start wondering about which influencers you should work with.
If you’re trying to reach people in their 50s and 60s, Instagram probably isn’t the right venue for you. Even if your demographic is on Instagram, understanding them is crucial. There are many listicles and stories circulating about brands making serious missteps with their marketing programs on social media platforms.
Always consider who you’re trying to reach and why. Why do people in this demographic want or need what your company has to offer? Why should they choose your brand over another? Messaging is always key too. Think about your corporate values and how people in your target audience view your company.
Failing to Measure Performance
How do you know your Instagram influencer marketing program is successful or not? The same way you know anything else is working: by measuring results.
A surprising number of marketers forget or fail to use analytics when it comes to Instagram influencer marketing. Be sure to keep tabs on some vital statistics. Not measuring performance and success could mean you end up making the same mistakes over and over again.
Expecting Instant Results
Patience is a virtue! This is true when it comes to Instagram influencers and associated marketing campaigns. You can’t go in expecting overnight results. While every marketer dreams of “going viral,” chances are you’ll see a slower, steadier build over time.
You want that. Don’t imagine your influencer to be a one-hit wonder when it comes to helping you promote your brand or product. If influencers truly love your brand and your product, they’re in it for the long haul. You should be too! Focus on building a relationship between brand, influencer, and audience. The results might not be instant, but you’ll see a payoff later on down the road.
Hiding Your Relationship
The FTC has recently passed a rule requiring Instagram influencers and other social media “stars” to explicitly state their relationship to any product, service, or brand they recommend to their followers. This comes in the wake of many marketers and influencers muddying the waters around their relationships and creating ads that don’t look or feel like ads.
This kind of thing only damages your relationship with your potential customers. You’ve got nothing to hide, so be open and honest about your partnership with the influencers on your team. You should be thrilled to be working with them.
If you avoid these missteps, you’ll be well on your way to Instagram influencer marketing success!