The big myths of working with influencers

Influencer myths

Influencers can add the voice of real people into your campaigns. Here is a selection of myths you may have heard about working with influencers:

Influencer marketing is only suitable for B2C brands…

There are influencers across every subject and topic you can think of. B2B influencers are often practitioners in certain fields and can provide insight based on their own experiences. Check out our blog post on how B2B brands can make the most of working with influencers.

You need to work with an influencer with very high follower numbers…

Not always the case. Micro influencers are popular because they often have a more engaged and niche audience – they are usually cheaper too.

You can tell an influencer exactly what to say and do…

Maybe an AI influencer, but not a human! Influencers have become popular by providing their audience what they want – they know their followers inside and out. You can benefit from working directly with your chosen influencers to develop a campaign that works for both sides.

Participation from influencers only happens in the final stages…

Draw upon the knowledge of your influencers from the start of the campaign through to the end. Use their expertise to help draw their audience into a narrative that sounds and feels natural for that influencer.

Working with influencers is expensive…

Not all influencers want money in exchange for brand exposure. Some are fans that want to show their appreciation, some share because your products or services will benefit their audience and others might want a sample so they are able to provide an honest review of your product.

That’s not to say you can always use influencers for free. For those influencers that do want monetary compensation, if you focus on key micro-influencers in your industry you can work with cheaper influencers who have high engagement but lower follower numbers.

Influencers need to be on Instagram…

Only if that’s where your audience is and where your campaign will be the most suitable. Although most B2C influencers are likely to have a profile on Instagram, B2B ones may not, and influencers might prefer to do campaigns on their primary channel e.g. YouTube instead.

One social media post will be enough…

A social media post might gain traction as soon as it goes up, but will soon be forgotten. Long-form content such as blog posts have SEO benefits and can be found for months after the content is first published.

Influencers don’t need to disclose that you have paid them…

Hopefully, most brands know this is not the case, otherwise they could get into trouble with the Adverting Standards Agency (ASA). Influencers MUST disclose when money has been transferred in exchange for a review, sponsored post or piece of content.

Do you have any other tips for working with influencers? Let us know.

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