The success of influencer marketing continues to grow. Whether it's a big brand or a small local business, the intermediary of an influencer or an influencer agency remains essential to promote a product or a service. In collaboration with their client, some of them demonstrate their artistic or speaking skills in order to generate more traffic and leads or to support an ideology. However, like any strategy, influencer marketing also has its weaknesses and limitations. But don't panic, you can also turn these limitations and drawbacks into opportunities.
The choice of profile
If you don't choose the right influencer agency or influencer, you may not see results from your influencer marketing strategy. In this case, you need an influencer that is adapted to your product or service. You don't want to hire a decorator to promote your restaurant.
The reputation of your influencer should also be taken into account. In this case, there is nothing to stop you from doing research on him/her. All you have to do is read reviews on the web, consult their profile on social networks. In short, a bad reputation of your influencer or influencer agency will distort your result forecast.
Fake subscribers
In order to get more customers, some influencers try to increase the number of their subscribers by all means. As a reminder, the number of subscribers is one of the criteria for choosing an influencer. Thus, a large number of false subscribers will lead to false engagement. In this case, your forecast will be even more distorted.
Cumulation of several partnerships
This type of influencer profile should be avoided. Managing a large number of partnerships remains difficult. Moreover, the purpose of influencer marketing is to get a targeted audience. Your brand risks being overlooked in this case. Too many partnerships may also decrease the engagement rate. There will even be confusion among subscribers, who are the future prospects.
The quality of the work
Like any profession, the role of an influencer requires quality work. In other words, a content creator specialising in video formats will need to master video processing. It is the same for an Instagrammer, the quality of the image is the essence of his work. The job of an influencer therefore requires a great deal of knowledge in his field.
Significant impacts.
Being an influencer is a big responsibility. It is a double-edged sword. A job well done will ensure the growth of his clients. This will increase his reputation and credibility. In the end, both parties win. On the other hand, an imperfectly executed service will distort the marketing and commercial forecast of his clients, but above all, will discredit the reputation of the influencer himself. The latter risks a lot, maybe he won't recover, we all know how powerful social networks are.
In short, respect for one's work and good analysis can prevent an influencer marketing disaster.