By Ivy Nyamvumba | September 13th, 2017
The embrace of influencer marketing has been on the rise over the past few years. Big name brands such as Daniel Wellington, Zara, Adidas, and Becca Cosmetics have all partnered up with social media influencers to drive their campaigns. Whether it be beauty, fashion or fitness, there is an influencer for every niche. So it’s no surprise that there are tons of influencers out there from micro influencers to mega influencers. For brands and businesses, influencers are seen as a distribution channel, and influencers see businesses as a way of expanding their brands. The collaboration of both influencers and brands generates leads and increases brand awareness for both parties. It’s a win-win situation if it’s done right.This new marketing trend has bred a mass number of influencers. However, not all influencers are successful, here are the top 10 common mistakes influencers make and how best to avoid them to become a successful influencer.
1. Copying Other Influencers
People can recognize unoriginality from a mile away. It is also hard to keep up with being someone you’re not,your audience and other brands will recognize that. Be original, no one wants the same generic content being pushed out. Authenticity stands out and if you want to stand out BE YOURSELF, there’s no one like you!
2. Neglecting Your Own Personal Brand
Influencers sometimes make the mistake of promoting all sorts of brands, ones that don’t even reflect their own personal brand. They mostly do it for monetary value. However, promoting brands that do not reflect your own will only drive your followers away. Be selective about the brands you choose to work with, stay true to your personal brand!
3. Buying Followers
There is no engagement between the influencer and audience because the audience is a fake audience. Even though the high number of “followers” can attract brands to collaborate with you, the performance of the collaboration is more likely to fail because it’s not original. The best advice would be to NOT buy followers. Fake followers may attract brands and businesses to your pages but they won’t help in engagement or any campaigns you do because well… they’re fake.
4. Focusing Solely on the Money
Focus on the originality and meaningful stuff and the money will eventually flow in. I know money is really important but if your focus is solely on money it won’t work. People want originality and meaning, if all your posts are targeted ads people will notice you’re doing it only for the money and nothing else. Doing so will only drive your audience away.
5. Overlooking Help
You can’t do everything on your own. To quote the rapper Drake, “Started from the bottom now WE’RE here…” no successful business or person did it all alone, they had help along the way, even if it’s minimal, it’s still help. Focus your strength on what you know and ask for help on things you’re not so confident about.
6. Underselling Yourself
This is a business, in order to make money you need to invest in yourself. It may take weeks, months, or even years before you become profitable. But in order to be successful you need to have invested in yourself and your brand. Set goals and objectives to reach. Once you’ve done that, your audience and influence will increase and you will become profitable. Once that happens ask for compensation for any work that you do for other brands.
7. Being too Demanding
By this I mean asking for so much and doing so little. It is unprofessional and brands will most likely not want to work with you in the future. It might also taint your reputation. Best advice is to demand as much as you put forth, reinforce the vision you have for your brand. Put in as much work and effort as possible and you will be fairly compensated.
8. Not Researching the Brands/Businesses You’re Working With
The brand you’re working with is a representation of yourself and your beliefs, interests or views. Not doing your research could result in you working with questionable brands who might not have your best interest. This could taint your reputation. Do as much research as possible and get informed, ask them questions and decide whether the collaborations are worth it.
9. Disregarding the Analytics and Data of Campaigns or Social Performances.
Data is very important. Likes and comments are not all it takes to have successful posts on social media or any other platform. Data needs to be analyzed to understand the social performance across all platforms. Analyze trends that work well and those that don’t to ensure better performance.
10. Forgetting to Connect With Your Audience
Keep in contact with your audience, update them on current or upcoming projects you’re working on. Answer some of their comments or questions when possible and take time to reply to some of those messages they send. By doing this you’re building a relationship with them, plus they are the reason you’re an influencer, they trust and admire you.
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