Top 3 Influencer Marketing Misconceptions
No matter how many articles we or our compatriots write touting the benefits of influencer marketing, there will always be ill-informed assumptions about the space. From amateurish collaborators, to the longevity of the “fad”, misconceptions abound. At the end of the day, however, rumors of influencer marketing’s pitfalls have been vastly exaggerated. In this post we’ll break down just three of the biggest myths.
It’s Inherently Insincere
According to research and statistics, consumers trust influencers above most conventional forms of marketing. The results are in and they don’t lie-the success of influencer marketing springs from its authenticity. However, with its success comes the inevitable wave of fakes. From buying followers, to faking likes and metrics, there are certain inconsistencies to look out for. All this considered, the common misconception that there’s no way to keep on top of these fakes is simply untrue. There are now MANY reputable platforms to help track fake engagements and followers, so this one perceived hang up shouldn’t dissuade marketers from getting in the game.
Success is Measured by Reach
While reach may be the obvious first metric to look to in terms of gauging successful influencer marketing, it isn’t always the best. For perspective, certain influencers that have thousands or even millions of followers, and plenty of success in their market, may see their engagement drop off outside their region or home country. In the same vein, reach in a certain field doesn’t necessarily translate to compatibility. A fashion influencer won’t be of use to, say, a food brand. So, where some marketers hesitate to dip their toes into influencer marketing for fear of top tier influencer affordability, micro and niche-specific influencers are an equally viable option.
It’s Impossible to Gauge Effectiveness
While it’s true that measuring success is one of the top problems in influencer marketing, the extent of the issue is often exaggerated. With the right set of tools and a bit of know-how, it’s actually relatively easy to measure your efforts. The main thing marketers should do to ensure ease of measurement is to clearly define their KPIs (Key Performance Indicators). Once those metrics are defined, many major industry platforms provide tools for tracking them.