Social media influencers are an essential part of many brands’ marketing strategies. And with good reason — influencer marketing can help you reach a wider audience, build brand credibility, and boost your sales. However, like any marketing strategy, there are best practices that will make or break your campaigns. Let’s explore the do’s and don’ts of influencer marketing so you can create campaigns that drive results.
DO research and choose the right influencers.
The success of your campaign largely depends on selecting the right influencers. So do your research! Look for creators who align with your brand values and target audience. Check their channels for authenticity, engagement rates, and audience demographics. Remember, quality content that resonates is much more important than a high follower count. Collaborate with nano- and micro-influencers to reach more niche audiences, and partner with macro-influencers for broader exposure.
DO set clear goals and expectations.
Before partnering with influencers, establish clear and measurable objectives for the campaign. Do you want to increase brand awareness? Drive website traffic? Boost sales? Whatever your end goal is, keep your campaign focused with well-defined objectives, expectations, and key performance indicators (KPIs). Be sure to communicate those goals to your influencer partners too; create a clear influencer brief to outline the campaign details, messaging, and expectations to ensure you’re both on the same page.
DO create authentic content.
Many brands want to control their influencer partners’ narratives and content. It’s your brand after all; shouldn’t you have a say in how they present it? Here’s the issue: when a brand tries to control a creator’s content, the results often come across as forced or overly promotional, which can turn off followers and damage your brand’s reputation.
Influencers and content creators are experts at what they do. They know what resonates with their audience, so avoid micromanaging and trust the talent to create genuine and creative content. Provide your influencer partners with guidelines for the campaign, but don’t force them into rigid scripts. Encourage them to maintain their unique voice when communicating your brand’s message and values.
DO engage with their audience.
Throughout the campaign, engage with the influencer’s audience through comments and responses. This can help build a lasting relationship and show authenticity in your brand’s interactions.
DON’T ignore advertising regulations.
Make sure every influencer discloses their paid partnership transparently across all their channels. This builds trust with their followers and keeps your campaign compliant with legal and ethical guidelines. As per FTC guidelines, influencers must clearly label their posts as advertisements or partnerships. If needed, educate your influencer partners on the importance of transparency to maintain trust.
DON’T neglect the long-term relationship.
Long-term relationships are always more impactful than one-off partnerships. Creators should be viewed as brand ambassadors who can advocate for your brand in the long term. Customers often need to be exposed to a brand or product several times before they make a purchase. So build long-term relationships with creators to build brand loyalty among their audience and make the most of your marketing strategy.
DON’T disregard negative feedback.
In the event of negative comments or backlash, avoid deleting them. Ignoring criticism or negative feedback can harm your brand’s reputation. Instead, address their concerns transparently and professionally to maintain trust. You can read our guide on responding to negative reviews in this blog post.
DON’T forget to analyze and adapt.
Track the performance of your influencer marketing campaign in real time. Metrics like engagement rates, click-through rates, and conversions can provide valuable insights into your campaign’s effectiveness. Most importantly, don’t stick to a strategy that isn’t delivering; be open to adjustments. Monitor the campaign, analyze the results, and adapt your strategy based on real-time data.
Our final thoughts
Influencer marketing can be a powerful tool when used properly. By following these do’s and avoiding the don’ts, you can harness the potential of influencer partnerships to enhance your brand’s visibility and credibility. If you’re ready to elevate your influencer marketing campaigns, Rani Public Relations is here for you. Book a free consultation to get started.
About Rani Public Relations
We are Rani Public Relations, a boutique PR agency for fashion, beauty, lifestyle and interior design businesses. Powered by a decade of passionate PR experience and heart-centered storytelling, we turn startups into standout national brands.
