Why Your Influencer Campaigns Are Failing...

As an experienced professional who has worked on both sides of influencer campaigns, as a content creator and assisting brands in managing campaigns, I have observed successful and unsuccessful trends in influencer campaigns. In this article, we will explore how to transform a failing campaign into a highly successful one.

Consumers Want To See Their Own Consumer Behaviors...

It is essential to understand that consumers prefer to see their own consumer behaviors reflected in influencer campaigns. For instance, if you are a skincare or makeup company looking for influencers for a new campaign, avoid asking or expecting them to create videos featuring only your company's products. This is because most consumers use their favorite products from various companies, and seeing the opposite of their consumer habits appears inauthentic.

Think about this: Do you shower with ONLY one brand's products? Is your makeup routine filled with ONLY one company's products? Is your closet filled with clothes from ONLY one clothing brand? I'm going to assume not - so why would anyone believe an influencer does?

You're Not Picking The Right Influencers

When choosing influencers, it's best to choose creators:

1. Who have already engaged with your company before

What does that mean?

Choosing influencers who already love your products will make the most sense with their audience. Think about it from their community's perspective. You've been following a creator for months and you've seem them use [product or company's products] several times without it being paid advertisements. You trust their opinion because you can tell they genuinely love this [product or company's products].

Now, for the first time, you're seeing them have a paid advertisement with the company. This aligns with their personal brand and pervious content, so it makes sense.

A good example of this could look like is the creator Annaxstar. She got famous for a few different types of videos and one of them being her daily "Starbies" runs. It would make sense for her brand to receive a partnership with Starbucks.

It would NOT make sense for her brand to receive a partnership with Dunkin' Donuts.

2. Have a positive community who supports their paid advertisement activities.

An influencer's community and audience are almost as important as they are and are a true reflection of their content. People get excited to see creators they love get brand deals that make sense.

Overconsumption Is Getting Old... And It's Unobtainable

Overconsumption is becoming outdated and unobtainable in influencer campaigns. Consumers are becoming weary of watching influencers receive hundreds of dollars in products and 40k brand deals for creating one TikTok. Therefore, gifting products to an influencer who can afford them 100 times over and has never tried them before may come off as excessive and frustrating for loyal creators who are also customers.

Now What Can You Do About To Turn A Campaign Into A Thriving One?

In conclusion, to transform a campaign into a thriving one, find influencers who already love your products or have engaged with your company. Stick with influencers who are naturally appreciative and enthusiastic about the opportunity and not just view it as another brand deal on their belt. Keep the campaign genuine and real by continuously asking yourself if you would believe the influencer genuinely loves the product if you were scrolling on TikTok/Instagram.

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