‘Four common mistakes brands make with influencer marketing’ – EConsultancy
Nikki Gilliland says, “As more brands turn to social media to reach and engage consumers, many naturally choose to work with influencers to front campaigns.
The process isn’t always easy, of course.
As highlighted in Econsultancy’s Voice of the Influencer report, there appears to be somewhat of a power struggle between brands and influencers, with the main challenges involving strategy and motivation.
So, here’s a bit of insight into the biggest mistakes brands can make, and why it’s important to avoid them.
Choosing influence over authenticity
The natural instinct for brands is to choose an influencer with the largest audience. While this makes sense in theory – as in the bigger the influence, the greater the reach – it can also backfire”.
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