If you do not know what an influencer is, you must be living in a cave, everyone knows it is an influencer and the importance they have in companies today. With the rise of this type of marketing strategies in recent years, it is not surprising that more and more companies want on their side large public figures, experts in specific market niches or ‘native’ influencers of the digital environment. that they can serve as ambassadors of a product or service, thus avoiding the rejection of entry that many consumers have before the traditional advertising formats.
Influencer marketing campaigns have, therefore, become necessary for most organizations (especially those dedicated to mass consumption, such as food, fashion or entertainment) they could work for even a dentist in Tijuana Mexico. But, although there are notorious success stories, these bets do not always go well. And it is that, the enormous payments that have to be made to obtain the influencer may not be translated neither in sales, nor in attracting prospects or even in a brand recognition.
What could have failed?, We could ask ourselves when we face the failure of one of these campaigns, after having chosen an influencer that we thought was perfect, with millions of followers in social networks. As in everything in life, the answer to that question can not be absolute, but there are some factors that tend to be repeated:
The wrong influencer
Many brands tend to be influenced by influencers with thousands or millions of followers, believing that in this way they will obtain more repercussion than with a much more restrained profile. However, the popular saying, the important thing is not quantity but quality. Do the followers of this influencer correspond to our potential audience? Does this influencer have real capacity to guide the consumption habits of his fans? What relationship does this influencer have with other people of the same level who can help us maximize the reach of the campaign among the community?
In fact, some experts have already begun to rethink the strategy of influencer marketing to go towards models of microinfluencers: people who treasure far fewer fans, but whose communities of followers are extremely faithful, with a real capacity to inculcate changes in consumption and a high participation rate.
Even though we have chosen the influence influencer perfectly among our audience of greatest interest, it is possible that the choice is unsuccessful. Many brands tend to bet on these marketing models thinking that they are the panacea to increase their sales thanks to the pull of the profiles they hire, but they forget that the image of their own company is not aligned with the personality or capabilities of the company. influencer in question.
Think of a traditional food brand that, in order to enter a segment of young consumption, hires a perfect influencer for that segment of the population. The strategy looks good, but if the product is still intended for other generations and the rest of the pillars of corporate branding are aimed at older people, little or nothing can be done by the influencer.
Wrong social network
Just as we must be aware of the social channels that can boost our brand, we must look at the social networks in which our influencers are stronger. Not in vain, if our product is very visual and our person chosen for the campaign is strong on Twitter, we have a problem, because in that case would go through other platforms like Instagram or YouTube.
Lack of promotion
In many other cases, the chronicle of an announced failure is materialized by the lack of support for the content that our influencer makes. For many companies, hiring a quality character to promote our brand is already a very important economic sacrifice, but we must not forget that the organic reach that our ‘corporate’ publications will have is less than that of a neutral content.