Influencer marketing is a current trending marketing strategy that many companies regardless big or small are adopting. Reach more customers, brand awareness, less expensive- are these all the advantages of influencer marketing. But it doesn’t mean the cons of influencer marketing can be neglected.
Though there are more successful influencer campaigns compared to failed campaigns in India, influencer marketing is still unpredictable. If it backfires, it brings more harm than good. Any mistake can cost your brand. Before adopting an influencer marketing strategy look at some real things about influencer marketing
Tough to choose a suitable influencer
There is an underlying assumption that the success rate of the influencing campaign depends on the number of followers that the chosen influencer has. But with the increasing number of bots in social media platforms, people are faking the number of followers to gain popularity as an influencer. With the wrong influencer, you cannot gain the results that you are expected. Instead of looking into the number of followers focus on the engagement rate of the influencer. That helps to choose the better influencer for the campaign.
Not easy for unconventional sectors
Common sectors like food, fashion, cosmetics, etc. are seeing a lot of rising influencers every day. The other unconventional sectors like banking, education, and Finance have a very less number of influencers in social media. It can be tough for companies relating to those sectors to choose a better influencer. Companies in these sectors cannot rely on influencer marketing completely.
Don’t think Influencers will be responsive every time
Some fake influencers are approaching companies or brands for free samples. Once they got the products they are not responsive to the company hired. So, brands must carefully look into the authenticity of the influencer before choosing them and making them as an influencer.
Can backlash brand name sometimes:
When Virat Kohli was made as an ambassador of Uber India (#move forward), he backlashed on social media platforms, especially on Facebook. The netizens said that it is not correct to endorse a brand that the celebrities don’t use themselves.
Any influencer you select must be capable of endorsing your product or brand without causing any damage to the brand name or product. To avoid backlash, influencers must belong to the same niche and can use your products before suggesting them to their followers.
Some failed influencer campaigns in India:
Jio India (#celebratingjio): This campaign was almost successful but one simple mistake made it backfired i.e. ”copy-paste”. All the celebrities- influencers of Jio- did this on Twitter.
“Congratulations to the Jio family on this landmark day! This truly seems the beginning of digital India”. The message was copied and shared by all the influencers on Twitter.
Google Pixel: Google pixel had collaborated with Anushka Sharma for the pixel 2 launches. She shared the twit of Pixel 2 with her iPhone which led to the failure of the campaign. She endorsed and promoted the smartphone which she doesn’t use at all.
Despite all of these failed campaigns, influencer marketing is still the best. Choosing the correct influencer, careful planning, providing all the details of the product to the influencer- all can avoid the failures of influencer marketing.