Why Influencer Marketing doesn't work

[ycee]

Most brands try influencer marketing but end up concluding it doesn't work. In most cases, it is for a very particular reason. They treat it like it's a celeb shoutout.

It's surprising how many brands still think influencer marketing is about getting an Instagram model to pose with your product.

Easy trap to fall into: pay per post, make it look celeb-like.



I see these posts where a model is holding a product in a very awkward unrealistic way, they clearly don't use it and the caption reeks of talking points their agency copy-pasted. This shit doesn't work

Think about doing influence marketing, not influencer marketing. Are you really influencing someone with a product placement like that?

You need to reach creators who have influence over an audience, creators who can create content that holds attention and persuades. When starting out, have a bias for smaller creators with niche audiences they have built huge trust with. Not big celebrity shoutouts.

Sales will come through creator advocacy, not ads . What do you all think?

 

Dislike ads? Remove them and support the forum: Subscribe to Fastlane Insiders.

[Mammoth]

My girlfriend has been an influencer for 8 years and here's her take (paraphrased):

The brands that are very strict with how the influencers create the content end up not running very successful campaigns.
They'll send back your photos until you've placed the product exactly where they want it next to your face. (She's working with a well known brand right now that is doing that exact thing)

The influencer knows what makes their audience tick and what they will respond and resonate with. They built the following, not you. Let them be creative with how they showcase your product.

What you're talking about is essentially a billboard just getting brand exposure out there but is easily forgotten as soon as you drive (or scroll) past.

You're correct about going for the creator who has built a lot of trust with their followers. Your campaign will be more effective through them.

 

[MTF]

When starting out, have a bias for smaller creators with niche audiences they have built huge trust with. Not big celebrity shoutouts.

100%. Small creators are more interested in working with you, they care more, and they have more loyal fans than a random big celebrity.

I'm working with one guy and I specifically told him I don't want to impose on how he wants to promote my stuff in any way because he knows his audience best. I'm happy with this relationship (and I believe he's happy with the freedom he has).