Examples of influencers’ bad use of marketing
Marketing influencers is an innovative and accepted idea to publicize and massify your brand. However, there have been cases in which something that seemed to have been invented to succeed, ended up failing. Why? Because there are certain mistakes that are made without realizing it or, rather, taking everything for granted. Everything in life has two sides of the coin and advertising through influencers was not going to be the exception. These are the typical examples of the bad application of the magical powers of the stars of the web. Register them and avoid them.
This is how influencers marketing should not be used
False followers: there is a count of the most strange and bizarre objects, services and values sold through eBay. If there are people able to sell and, consequently, others able to buy, a ghost in a bottle, do you think that no influencer buys their subscribers. In the face of the possibility of earning thousands of dollars from brands that only look at the number of followers, the influencers buy entire lots of subscribers and even connect to botnets to earn thousands of subscribers a day. To avoid this when marketing influencers, the first step is to take a tour of the comments and verify what interaction the influencer generates with their audience. If this is poor or none, it is not convenient to trust our product. However, when it is good, it is always recommended to audit the web star account to make sure everything is perfect.
Message saturation: when an influencer replaces the own content with the sponsored one, it lowers its quality and motivates the masses much less. Therefore, his followers become saturated and reject him, disappearing from the radar of who was once his leader and, of course, the content of his brand is no longer seen by tens of thousands of people to whom influencers marketing gives access.
Undercover advertising: in the 80s it had a more sophisticated name: subliminal advertising. Instead, it is now covert advertising dry. This is a choice that brands usually make, but that rarely works. When the influencer talks about the brand, but does not do it directly, since the owner of the product asked for it to generate greater closeness, the only thing he achieves is to establish a climate of lack of transparency among his followers. Given this, the influencer loses credibility and the product you gave him to advertise, becomes blurred from the market he intended to reach.
To avoid these and other problems that influencers marketing can lead to. It is recommended that there is a mediator involved. This will allow a dialogue with witnesses between the client and the influencer, as well as with the guarantee that the influencer with whom advertising is being set is a serious person, committed, with real audience and good interaction and willing to put all their experience at the service of the advertiser customer.
As you can see, an influence marketing campaign on Instagram cannot be improvised! It’s all about method. So, to maximize the impact of your next campaign with leading influencers, Contact us