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Ten Commandments you should follow to safely Invest in Influencer Marketing

I like to write about influencer marketing and topics related to social media and internet.

If you have experienced any issues or fraud in influencer marketing or even if you are new to the concept of influencer marketing then this article will help you save from getting in trouble and will give you an insight of unleashing the power of influencer marketing in an constructive manner.

Influencer marketing has taken the internet by storm over the past few years. Companies of all sizes are using influencers to promote their products and services. In the past, it was difficult to get people's attention. As the number of brands has grown and the audience's attention span has shrunk, it has become increasingly difficult for brands to connect with their target demographic. As a result, it has become increasingly difficult for businesses to get their message across to their target demographic. More and more companies are turning to celebrity endorsements to get their products noticed and sought after. Celebrities have the right chemistry to connect with the target demographic.

It's crucial to remember that big businesses used to be the only ones that could pay big-name actors, actresses, and athletes. Because the cost of collaborating with a social media influencer is typically lower than the expense of associating with a film or cricket star, even mid- and small-sized brands may now access some star power through these new-age influencers. A growing number of young people are taking to the internet to create digital content and build a following in the hopes of becoming social media influencers and landing commercial partnerships, as the creator economy is blooming.

Consequently, the market is becoming overrun with micro- and mega-influencers alike.

Brands will have a plethora of options if the influencer industry becomes overcrowded. Brands' experiences might be ruined and money wasted if the wrong decision is made. Similarly, the proper decision can yield tremendous rewards for brands. As an entrepreneur or marketer, the following tips will help you make smarter decisions when it comes to using influencer marketing to develop your business.

While this type of marketing is incredibly effective, it is important to be aware of the risks involved before investing.

Here are ten commandments you should follow to invest cautiously when using influencers marketing.

1. Go with an open mind to listen to an influencer.

It is extremely important to make sure that you are comfortable with the influencer before investing in their services. It is also important to make sure that you give the influencer an opportunity to be heard, and listen to what they have to say. This will allow you to assess whether or not the influencer is a good choice for your brand. Influencers with a large audience base and have real followers are a great resource for brands.

Brands can benefit from the large following of influencers. Influencers that have a loyal following know how to stay on top of the latest social media trends, produce consistently high-quality material, and interact with their followers on a regular basis. All of that is exhausting. Instead of treating these influencers as if they were just another form of media, pay attention to what they have to say as you develop your campaign. You may learn something new that you didn't know before.

2. Rather than listening to hype creators, seek out experts.

Experts are those who have a lot of knowledge and experience, and they will be able to provide valuable insights. Influencer opinions will be taken more seriously if they are experts in a particular field. Whether or not one person can be an expert in numerous fields is an open question.

It's quite rare that somebody can become an expert in just one field in a few months. Influencers, on the other hand, can generate buzz in a variety of contexts. A few social media celebrities pumped up the cryptocurrency market before the recent fall by promoting cryptocurrencies as an unmissable money-making opportunity, for instance. They would have made a quick profit from their endorsements, but innocent people who followed and trusted these influencers may have lost their money.

Such influencers may be shunned in the future by their followings. This can happen even when you have the best product available because a hype maker with less credibility is promoting it. Assessing an influencer's track record, relevancy, and reputation are just as important as gauging their reach.

3. Influencers shouldn't be consulted until you've conceptualized your own thoughts.

When so many entrepreneurs in India raise so much venture funding, the same market spawns a multitude of growth targets. In this situation, the most basic piece of advice for a brand is to invest in influencer marketing in the hopes that it will break through the noise and increase brand awareness and attention, ultimately leading to conversion.

However, keep in mind that it is always difficult to create content that effectively conveys a captivating idea and evokes desire. Consequently, it is crucial to construct a concept note that may inform an influencer about consumer insight, the fundamental consumer issue that your product will address, its difference, pertinent benefits, and credentials. Then, select the most effective communicators of this knowledge.

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4. Do not allow an influencer to endorse too many brands.

You'll have to have a firm grip on the influencer's actions and behaviors, especially when it comes to the number of brands they will be endorsing. If an influencer is praising too many products in the same category, his or her audience may question the legitimacy of the message.

Even if the influencer is granting your brand exclusivity in a category, by discussing brands in too many categories, they may create confusion in the minds of their audience. In addition, an influencer discussing multiple products may experience creativity block while attempting to legitimately incorporate your brand.

5. Do not let yourself be impressed by vanity metrics.

Influence and popularity are not the same. Don’t let the quantity of views and likes on the posts and videos of content creators distract you. To make informed judgments, consider their audience

segmentation, including who is consuming their content and why, as well as the content's quality and consistency. Additionally, an influencer may create phony audiences using bots or purchased followers. Instead of settling for views, likes, and comments, evaluate business KPIs such as if an influencer's video could affect leads, conversions, referral traffic, revenue, social sharing, brand usage, etc.

6. Avoid relying solely on one influencer in order to break the clutter.

As a newspaper ad, TV commercial or billboard can't break through the clutter, so can a single influencer engagement. It's important to have a variety of media assets, even if you're only using digital ones. Depending on your budget, your company's goals, and the quantity of marketing messages you want to convey, bring in a variety of content creators, such as podcasters, critics, musicians, and authors.

7. Negotiate contracts with a high degree of intelligence.

Marketing needs long-term media assets because a company needs to keep attracting new customers and retaining the ones it already has. Rather than hiring someone for a single video or post, consider signing a contract with a high-potential creative for several campaigns over the course of several years. Instead of paying the full sum up front, a company might spread the cost over several years, reducing its exposure.

Because of the contract, the company may be able to save a significant amount of money in the future when the influencer's engagement costs climb.

Media coverage of high-priced long-term contracts can also benefit an influencer because it will raise their brand's value.

8. Don't limit yourself to urban influencers who speak only English.

From Tier II, III, and IV towns will come the next billion people as a result of more inexpensive internet access and wider network coverage. Language preferences, user behavior, festivals, cultures, culinary choices and costumes are all unique to each of these groups.

Because of this, they have different content needs. As a result, content producers that offer their work in multiple regional languages will be able to attract a large following. Working with new artists that have the right geographic niches can help you achieve market share in tiny towns and villages.

9. Make sure that you're properly vetting your influencers.

This means researching the person and learning everything you can about them. Here are some things to look for in a potential influencer: If their content is high quality, whether it's blog posts or videos. If their channel has a lot of subscribers or viewers. If they have a large following and a lot of engagement with their content. If they're willing to work with you.

10. Know if the influencers are the right fit for you.

The influencer should be able to provide you with the kind of content you need, and they should be an individual who's willing to work with your brand.

To summarize the points you can watch the video below so that you will recollect all the points properly.

There is a growing misconception that influencer marketing is a quick and easy way to promote a company because of the large number of influencers who can be found online. However, it's a lot more difficult than it appears. Influencer marketing can cost a company a lot of time and money if done incorrectly. The most difficult component of an influencer marketing campaign is identifying the right influencers to work with. The cost of acquiring new customers through influencer marketing will climb as the practice becomes more commoditized. As a result, it is imperative that you use your money wisely rather than recklessly.

This content is accurate and true to the best of the author’s knowledge and is not meant to substitute for formal and individualized advice from a qualified professional.

© 2022 Vishaka Harare

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