How To Overcome These Key Influencer Marketing Challenges
Updated: Nov 18, 2020
Influencer Marketing is the hottest go-to strategy for businesses to attain consumer acquisitions and improve brand value. Today, Influencer Marketing is holding steady as an important element in any serious marketing. Almost 50% of consumers prefer to buy products recommended by influencers. Even celebrities have now been spotted endorsing products on social media. The truth is Influencer Marketing was bound to be alluring to the marketers and despite that, there are a set of challenges in Influencer Marketing right now that could easily be overcome!
Speaking of the same, the ongoing challenges of ad-blocking and banner fatigue, digital advertising has somewhat lost its appeal, and marketers are seeking alternative strategies. Immune to ad-blocking with its native approach, influencer marketing makes a lot of sense, especially because consumers are already receptive to recommendations when they’re shopping. Now let’s dive into some key Influencer Marketing challenges and how can one overcome it.
The increase of influencers leads to a disengaged audience:
As more and more brands opt for Influencer Marketing, there comes a threat of influencer fatigue, and also their impact on the audience reduces. From celebrities doing paid endorsements to micro-influencers promoting products, our news feed has become a cluster of promotional activities. This leads to brands getting unnoticed.
Key takeaway: Integrate influencers that are the best in their niche and ensure other influencers align to make the campaign coherent
Brands need to focus on strong relationship building that goes with ethos:
With the increases in the number of brand-influencer activity, influencers are bound to lose their personal touch which could bring some major backlash at them. Hence brands need to focus on this and work on building a strong relationship with influencers and audiences that goes with their ethos.
Key takeaway: Influencer marketing can translate into valuable attention, but that only holds true if the practice is taken beyond apparent product endorsements. They must focus on solving problems of the audience by building loyalty and trust with them
Getting Influencer Marketing wrong:
Word of mouth has always been a powerful form of building trust since the beginning of time. Influencer Marketing is a similar concept done at a larger platform. Brands need to first choose the right influencer and build trust accordingly if they wish to ace at creating awareness.
Key takeaway: Three factors to be considered - credibility, empathy and rigor. The influencer campaign must be authentic and impactful by creating the right buzz.
Tracking the return:
Influencer Marketing is one of the most easiest marketing to track - much more than TV or radio that still rely on outdated audience surveys and ‘reach’. Firstly, brands find it hard to track the return from influencers is that they don't actually know what they are looking to achieve in the first place. We can get insights on the reach of an influencer today by some marketing metrics/ analytic tools which will enable us to obtain measurable outcomes.
The overall key takeaway from this blog would be to focus on grabbing the right attention, quality views, quality reach with the right audience, etc. Stay tuned for more insightful details from the world of Influencer Marketing!