July 7, 2021
In addition to huge advantages (access to a new audience and a high level of audience involvement in advertising campaigns), cooperation with influencers sometimes causes problems. This does not happen often, but still, it is better to be prepared for such a development of events in advance. The problems of influencer marketing are primarily caused by the human factor. Influencers love to attract attention and sometimes resort to scandalous methods, which can somehow harm the brand’s reputation. To avoid such a development of events and minimize risks, remember these important recommendations:
before the start of the campaign, analyze which brands the influencer has previously worked with;
carefully study the latest posts of the influencer and the comments of his/her audience;
avoid being connected to only one influencer, it is much safer for the brand to have long-term cooperation with a team of bloggers who share the values of your company.
A few practical tips in case of negative publicity and problems caused by influencers:
maximum openness of the campaign;
publicly voicing brand values;
the fastest possible response to the crisis and the creation of an anti-crisis plan;
early scoring of new brand products or other technological innovations is possible to “switch” attention from the problem;
apologize if you think this will help the brand;
in the event of a serious conflict, statements must be made by the management of the company;
consider early termination of cooperation with an influencer;
it will be good/meaningful if the blogger also apologizes to the followers of the brand.
Here are some other features of influencer marketing that you should pay attention to while making long-term planning: the impact of influencer may begin to decline over time and, accordingly, adversely affect the brand. To avoid problems in the future try to regularly analyze the statistics of bloggers and if the audience’s confidence in the influencer decreases, think about whether to continue cooperation.
Do not try to fool the audience. Advertising should remain advertising. It is much better to have an open and honest attitude than to be accused of manipulation.
Do also remember that micro-influencers have a niche effect that helps promote a product in specific market segments. In the event of a reputational crisis, micro-influencers can do much less harm than high coverage influencers. Therefore, if you do not have much experience in conducting influenza campaigns, perhaps a collaboration with micro-influencers is the right solution for the first experience.
Despite all of the above, you should not think that influencing marketing is extremely risky. Unsuccessful advertising campaigns can also occur in traditional marketing, for example, look at the series of Benetton scandals. On the other hand, due to the shocking nature of the brand, it was possible not only to be in the spotlight but also to promote its values.
The most important advice we can give to successfully overcome the crisis is to listen to the opinion of your audience and remember that the influencer’s crowd is your potential audience, but still, first of all, the audience of the blogger. The company should, first of all, listen to the opinion of its supporters, to the opinion of people who share the brand’s values.
And the last – if you are faced with a crisis or you need more detailed advice on how to avoid mistakes in influencing marketing, feel free to contact us. We will be happy to help you.