Day by day, the number of brands that use influencer marketing is only increasing. Stats say that 41% of the customers discover new products through influencers on a weekly basis. It is so hard to scroll through your Instagram feed and not find an influencer endorsing a product. However, there are challenges that are faced by brands when executing a successful influencer marketing campaign.
There has been a 465% increase in searches for the phrase “influencer marketing” on Google alone since 2016. The period leading up to 2019 was particularly frantic, with a 1500% increase in searches for “influencer marketing” between 2016 and 2019. As for the marketeers, 78% of marketers think Influencer Posts are the most effective content format for influencer marketing.
1. Choosing the right type of influencers
Choosing the right type of influencers can be challenging, especially when you have so many options.
Influencers are categorized into 5 tiers based on the number of followers they have.
- Mega-influencers- more than a million followers
- Macro-influencers- 500K to 1 million followers
- Mid-tier influencers- 50K to 500K followers
- Micro-influencers- 10K to 50K followers
- Nano-influencers- 1K to 10K followers
There are a lot of factors to be considered when choosing the right influencers.
Budget, Goal, the demographics of your potential customers, etc.
It could still be an easy task when it comes to finding mega-influencers or macro-influencers since it would be just a couple of influencers to work with. But when it comes to finding micro and nano influencers, it could get really challenging since there are hundreds of influencers involved. However, the result when working with micro or nano is better because of their high engagement rate. Brands use 10X more micro-influencers/nano-influencers than mega/celebrity influencers.
2. Managing the campaign and deadlines
Managing campaigns especially with nano and micro-influencers could be a challenge.
- Getting approvals for the campaign idea
- Sending out the brief on time
- Cater to their doubts during the process
- Reviewing the post and making sure that it adheres to all the brand guidelines
- Ensuring that it is posted on time
- Creating a performance report
Tasks such as calculating the performance of a campaign may need you to invest in certain tools, this can increase the overall cost of the campaign. These tasks are better when outsourced to an agency that solely deals with influencer marketing since they already have software to track the performances of all campaigns.
3. Communicating with the influencers
So, now you’ve done all the work and found your perfect influencers, and it’s time to send them the collaboration offer.
Sounds easy right?
You would expect to receive tons of responses but it isn’t usually the case. You would usually get fewer responses than you expected.
There are a lot of reasons for this:
- They have a lot of offers
- Away for personal/ professional reasons
- They are not very active on emails
- Your offer dint seem interesting
Even if you do find a replacement, there’s no guarantee that they will respond to your email every time. In the case of outsourcing, they know to handle such situations because they already have a database of influencers they worked with in the past.
4. Processing payments to all the influencers
The most common issue faced by agencies/ in-house marketers is processing payments to that many nano/ micro-influencers. It’s a very tedious job to process payments and to do it on time.
If you are an individual brand seeking influencers, some would even want pre-payment. There are chances that they might not respond after the payment, although, it’s not very common.
Ideally, you should pay 100% after the job is done. In some cases, you can pay 50% as an advance if the influencers insist and 50% post the campaign.
5. Fake Influencers and influencer fraud
This is one of the most common problems noticed by marketers since influencer marketing relies on the engagement rate and/or the no: of followers.
Developing brand-sponsored content with influencers can help brands connect with their potential customers, increase brand awareness and ultimately lead to higher sales and greater ROI ( Return On Investment) on their influencer campaign.
When the influencer has fake followers/ bot followers, this brings down the performance and the effectiveness of the campaign and in turn affecting the performance and the ROI.
Although there are multiple ways to find this out, it is quite a challenge if you aren’t aware of these challenges beforehand.
Nano and micro-influencers will be able to generate more ROI as compared to others. Video content will be a more preferred form of influencer content in terms of reach as well as engagement. TikTok as a platform is growing and it would be a good idea to invest in it. Lastly, brands will go for long-term and performance-based partnerships with influencers.