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The Top 4 Mistakes Brands Make With Influencer Marketing

It’s no secret that influencer marketing can be brilliant exposure for your brand. But it can be daunting when you’re first getting started. It suddenly seems as though there are hundreds of influencers to choose from, with no clear indication as to who’s the perfect fit for your brand, and with many infleuncers charging unexpectedly high rates.

That’s why in order to really unlock the benefits of influencer marketing, it’s important to first understand why so many brands get it wrong.

We’ve identified 4 common misconceptions that brands bring to influencer marketing, which you should avoid in order to make your ad as successful as possible.

1. Over-scripting influencers

Influencers aren’t actors. They may be comfortable in front of a smartphone camera, but this doesn’t always mean that they can perform on cue. It can be difficult, especially on your first forey into influencer marketing, to let go and trust in an influencer. It’s much more tempting to give them a long script to read out.

But which is better: an unconvincing, staccato delivery where it’s clear to any viewer that the speaker is reciting something, or a more natural message that resonates with the target audience?

For the best results, give influencers a sense of the core message that should come across, but otherwise leave them to convey this in a way that’s most natural to them.

2. Overconfidence in influencer-only content

One option that’s often overlooked is the option of using an influencer *and* an ad in conjunction. Perhaps people shy away from this because they worry that it might disrupt the authentic feel that’s such an asset to marketing with influencers. At Fanbytes, we’ve found that influencer marketing which incorporate ads are actually more successful. Snapchat’s ephemeral nature is one of its biggest strengths, but it has its limitations. One of these is that influencers’ content cannot be premeditated or given the luxury of editing. Therefore throwing an ad into the mix can be highly useful because it throws a highly controlled element into an ephemeral content. It can really help to drive home the call to action.

3. Judging an influencer based on the number of their followers rather than their levels of engagement

The rates some influencers charge, particularly on Instagram, where brands are vying for the top accounts with the most views, can be eye-popping. These costs are not only avoidable, but they’re also quite possibly not the best option for you.

A high number of followers won’t necessarily guarantee high levels of engagement with the ad. Think about it. Are you genuinely interested in the content produced by every channel that you follow? It’s much more likely that there are particular channels you follow with much greater interest - and these aren’t necessarily the accounts with hundreds of thousands of followers. Choose channels with high levels of engagement, rather than just those who command the biggest audiences. In this way, you’re likely to get more installs at a lower CPI.

4. Assuming ads can be geographically specific

A huge advantage of influencer marketing on Snapchat is that you can target specific audiences. But if you’re looking for precise geographical targeting, you won’t find it here. Snapchat influencers don’t tend to have localised audience. What you do get instead is interest-based marketing and engagement.

If you avoid these key pitfalls, you’ll be well on your way to effectively harnessing influencers, enabling you to connect with audiences that are highly engaged, and most likely to download your app, stream your content, or buy your product!

Charlotte Gifford


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