Here’s Why Brands Fail In Influencer Campaigns (And What To Focus On In 2021)

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This article has been translated from our English edition.

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Here’s Why Brands Fail In Influencer Campaigns (And What To Focus On In 2021)
Here’s Why Brands Fail In Influencer Campaigns (And What To Focus On In 2021)

In the early 2000s the idea came from Influencer In social networks it was a new concept, something that hadn’t been tried and tested and that the brands didn’t trust. Bloggers were the first real stars on the internet, and companies sent young writers free products online in hopes of getting a new boost.

The now-defunct BlogStar network was originally founded in 2004 to facilitate relationships between businesses and bloggers. There has been some controversy due to the visible manipulation of the audience with content that was being distributed as “organic” when it was in fact an undercover advertising campaign. .

Today things have moved on. He Influencer Marketing has become one of the most popular tactics for specialists, and with the emergence of an increasing number of influencers on platforms like TikTok, YouTube, Snapchat, Instagram and others, there are many ways for any brand to use influencers to their advantage. But there is a problem.

At this point, a typical branding experience would involve working with one or more agency employees who, in turn, would need to micromanage each influencer involved in a branding campaign. The cost equation and effectiveness depend on the agent’s management skills, which in today’s world can be viewed as useless and unpredictable.

In addition, the influencer recruiting pool is saturated with noise, resulting in ineffective campaigns and a negative return on investment (ROI).


The “following” no longer uses the power it once had. Where a new follower used to mean that they were very likely to be a loyal fan, now followers simply jump to a social media account because they have a good video or because others are doing it.

This is a problem for brands. An amateur will not convert, there is no real love there. The influencer didn’t really inspire the user.

Commitment is still king, not supporter

If you want to get the most out of an influencer marketing campaign, it is important to consider the problems that exist today. I spoke to Dylan Duke, Founder and CEO of Influencer Marketplace, GLEW, who shared his thoughts on how brands can clean up clutter and run profitable, well-oiled influencer campaigns.

“We see that every technology niche has its general market and at least one premium market. Look at the data – you can go to Tinder and hope for the best, or you can get serious about quality relationships and request a profile for Raya, “says Duke. “The same applies to the influencer industry. A reliable investigation system is essential. At Glew, we use real-world logic based on the problems brands face such as: B. the inaccessibility for influencers or the inability to follow the analysis of their influencer campaigns. “

Engagement is the number one thing brands rely on to determine campaign success. An influencer’s value proposition is determined by the percentage of impact on their audience, not the size of their audience.

The need for pre-screened influencers

Duke explains that selecting influencers to represent a brand is not just a mathematical challenge, but also one of integrating technological components of human nature: “The future of influencer campaign management technology is a convergence of the in-depth analysis of the recruiting industry multiplied by engagement -Metrics. At present, this is only being achieved through an analog and humane process that is not scalable and cannot satisfy the overwhelming number of growing influencers. “

As in any HR process, the recruiter will seek to understand the candidate’s philosophy, ethics, drive, attitude towards duties, and other general qualifications of the candidate. In the consumer goods industry, this is controlled by ratings. Ethics and integrity are paramount. An honest rating system should be developed for influencers that benefits campaign managers and enables them to conduct due diligence.

This need for brands that depend on the influencer industry is realized through technological solutions and the exchange of information between all social media platforms from a single source, whereby the brand can have a transparent vision and a forecast of almost 100% profitable performance. Only then can we see that influencer marketing becomes a real and easy success.

Using micro-influencers

Starting from the previous point, the nature of influence is shifting demographically, and for companies trying to market on Gen-Z (and everything that comes after), micro-influencers may be the best option. They are also a great option when finances are particularly tight but campaigns are not yet over.

Micro-influencers are people with 1,000 to 40,000 followers on a single social platform who have specialized followers who they interact with a lot. Many have gone from virtual darkness to almost as popular a personality as celebrities because of their content on the most popular social networks. In many cases, micro-influencers like to work with brands for free or in exchange for free product samples / service trials.

Partnerships with revenue sharing opportunities

Finances are still limited for most brands, but it would still be a good investment for marketers and advertisers to share revenue-sharing opportunities with influencers. Revenue sharing opportunities are attractive to influencers as they open a new source of income for their endeavors. It’s also a relatively straightforward arrangement for businesses to reach an agreement with an influencer.


“I expect an increase in influencer joint venture partnership agreements in 2021,” said Jesse Tevelow, founder of LaunchTeam and LaunchTeam Growth Summit. “Companies offer influencers who have a strong brand alignment and a committed target group marketing opportunities to share sales.”

Turn buyers into influencers with user-generated content

User generated content is not just a buzzword, it also provides brands with an underrated competitive advantage.

“With the growing popularity of creative media in Tick ​​tock and Instagram rolesEveryday fans yearn to get involved in more branding campaigns, ”says Mark Escano of Escano Brothers, a content creation company.

“Brands that turn customers into influencers, regardless of their follower size, gain trust by empowering their community to create and share content about their products.”

Influencer-supported advertising and marketing campaigns, when implemented correctly, lead to significantly higher results than conventional methods. From official messages to product reviews to brand names, influencer marketing has grown into a billion dollar industry due to its effectiveness.

Now is the time for brands to think about ways to incorporate influencer marketing into their marketing and promotional strategies. It’s easier than ever and the returns are plentiful in terms of engagement, impressions, and conversions.

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