The 4 Most Common Influencer Marketing Content Mistakes and How You Can Avoid Them

A recent study by influencer marketing platform Tomoson found that nearly 50% of businesses planned to increase their influencer marketing budgets in the coming year. And for good reason — influencer marketing delivers better ROI than traditional digital advertising channels like paid search and social media advertising.

As with any marketing channel, there’s a right way and a wrong way to go about it. In this post, we’ll take a look at four of the most common influencer content mistakes and how to avoid them.

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1. Thinking organic social before paid social

Organic social media is great for building relationships with influencers and getting your name out there. But when it comes time to actually running an influencer campaign, paid social media is where it’s at.

One of the most common mistakes businesses make is thinking that they can just run an influencer campaign on organic social media alone. But the reality is that influencer campaigns require a much different approach than traditional organic social media marketing.

For one, influencer campaigns are all about reach. And while organic social media has its place, paid social media is simply more effective at reaching large audiences.

Another thing to keep in mind is that influencer campaigns are often time-sensitive. You need to be able to quickly identify influencers who are a good fit for your campaign and get them on board quickly. Paid social media platforms like Instagram and Snapchat offer influencer search tools that make it easy to find and connect with influencers.

2. Not being prescriptive in the brief

When you’re putting together an influencer brief, it’s important to be as specific as possible about what you’re looking for. Otherwise, you run the risk of influencers not understanding your vision or going off-brand.

Be clear about the overall goals of the campaign, the target audience, the tone and voice, and the specific deliverables you’re looking for. The more specific you can be, the better.

3. Failing to negotiate robust licenses

Another common mistake businesses make is not taking the time to properly negotiate influencer licenses. When you’re working with influencers, you need to make sure that you have the rights to use their content in all the ways you want. Otherwise, you could be inadvertently breaking the law.

Be sure to clearly outline the terms of use in your influencer contract. And if you’re not sure about something, be sure to consult with a lawyer.

Influencer content paid social placements

4. Not optimizing influencer assets for paid media

Finally, it’s important to remember that influencer content is not just for organic social media. In fact, influencer content can be extremely effective for paid media campaigns as well.

But in order for influencer content to be effective for paid media, it needs to be optimized for the specific channel. For example, influencer images and videos need to be the right size and format for Facebook ads. And influencer bio links need to be tagged correctly for Twitter ads.

If you’re not sure how to optimize influencer content for paid media, reach out to a paid media specialist. They’ll be able to help you get the most out of your influencer content.

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Make Influencer Content Work Harder for You

Influencer marketing is a great way to reach a large audience with your message, but it’s important to avoid common mistakes. In this post, we looked at four of the most common influencer content mistakes and how to avoid them.

Avoid these influencer content mistakes and set your campaign up for success.

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