You might have gone through all the mechanics of an influencer campaign.
Selected influencers who speak to your target customers, ensured you got a mention of your product soon enough that most of them saw it and delivered an enticing and actionable call to action.
But still you are not seeing results from your efforts.
Many marketers scratch their head at this point, wondering what went wrong.
There are a few common factors that are less quantitative and more qualitative which might provide an explanation.
Here’s four that we have identified.
You need to ensure you are providing value to your target customer with the content, not just producing an advert through an influencer.
Your target customers are tuning into the channel you are utilising because they enjoy the content, if the placement jars too much with the content they expect they will not act on your message, or worse ignore it.
Get a detailed outline of how the influencer intends to integrate the sponsored content into their video and assess whether you think it is fitting given their previous videos and in particular their most popular non-sponsored content.
If you believe the elements you are commissioning from the influencer stand out too much as a product placement and don’t add the entertainment or educational value the customer is expecting, then ask the influencer to rethink the video and better integrate it into the concept of the video.
It might simply be a mismatch between your product and the influencer.
If the audience believes the influencer would never ordinarily talk about your kind of product, then the sponsored content will come across less authentic and the customer won’t be influenced by it.
Make sure you have thoroughly researched the influencer, the content they produce and the products they talk about both paid and unpaid. The influencer might be more tempted by the pay check than making an assessment of this for themselves.
This is usually a problem when influencers get too well known.
If the ratio between sponsored content and making the content their audience followed them in the first place for is too skewed, the audience can be turned off that particular influencer.
If your influencer is doing a lot of brand collaborations, it might be that their audience is deliberately avoiding these videos and only checks out the influencer’s content when they are not sponsored.
Check the views the influencer gets on their sponsored content and see if are they much lower than those for the content which isn’t sponsored.
Simply providing information about your product wrapped in content that appeals to your target customers might not be enough to entice them to follow through on your call to action.
A special offer, voucher, giveaway, free trial, or something along those lines, could seal the deal for them.
There should be a reason the influencer is talking about the product now and encouraging their audience to buy the product or download the app, which your target customers should immediately understand. If there is something in it for the target customer that makes them feel appreciated and valued, they will be more motivated to buy into the sponsored content and your call to action.
Further, the influencer will be happy as they like to be able to get these kind of offers for their audience.
If the offer is time limited, then you should see more movement in your conversion rates in a shorter space of time.