
10 Points that B2C Brands Often Miss While Running Influencer Marketing Campaigns
Influencer collaborations have become a staple strategy for B2C brands. Influencers help brands connect with their target audiences authentically without interrupting them with unskippable ads.
However, despite the widespread adoption of influencer marketing, there are crucial aspects that B2C brands often overlook or underestimate.
In this blog post, we will explore seven points that B2C brands commonly miss while running influencer marketing campaigns, and how addressing these aspects can lead to more successful and impactful collaborations.
One of the foundational aspects that B2C brands often miss is setting clear campaign objectives. Without well-defined goals, it's challenging to measure the success of a campaign. Brands should establish whether they aim to increase brand awareness, drive website traffic, boost sales, or achieve another specific goal. Clear objectives provide direction and help in selecting the right influencers and crafting effective campaign strategies.
For example, if you’re running a fashion retail business and approaching influencers, your objective might be to increase sales numbers. Thus, you can set up a sales goal and measure the success of your influencer campaign likewise.
Similarly, if your aim is to increase brand awareness, you might want to increase the number of followers on social media platforms or amplify overall engagement on your posts and so on.
In the pursuit of influencers with large followings, B2C brands can sometimes neglect the importance of audience alignment. It's crucial to collaborate with influencers whose audiences align with the brand's target demographic. A high follower count isn't sufficient; the influencer's audience should match the brand's ideal customer profile to ensure that the message resonates authentically.
While influencer marketing is undoubtedly a tool for driving sales, solely focusing on the sales pitch can backfire. B2C brands often miss the opportunity to prioritize authenticity in influencer content. Audiences are more likely to engage with content that tells a genuine story and highlights how a product or service genuinely benefits the influencer's life. Authenticity builds trust and fosters a stronger connection with consumers.
Though it’s understandable that no brand would want to highlight any negative possibility of a product usage, it’s always safe to give a disclaimer. For example, if you’re a beauty brand, you can allow the influencer to talk about the viewer's discretion while using the product as it might not suit the overly sensitive skins or anything that would help your audience trust your influencer’s message.
Influencers are creative storytellers with a unique voice. Yet, B2C brands sometimes restrict influencers to predefined scripts or content guidelines, stifling their creativity. Brands should allow influencers creative freedom to craft content that resonates with their followers while aligning with the brand's message. The influencer's personal touch can make the campaign more relatable and engaging.
Many B2C brands miss the opportunity to establish long-term relationships with influencers. Instead of treating influencer collaborations as one-off transactions, brands should consider building ongoing partnerships. Long-term relationships enable influencers to genuinely connect with the brand and its products over time, resulting in more authentic and impactful content.
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While macro-influencers with massive followings are enticing, B2C brands often overlook the potential of micro-influencers. Micro-influencers have smaller, yet highly engaged audiences. Collaborating with micro-influencers allows brands to tap into niche communities, where the influencer's recommendations hold significant sway and can lead to higher engagement rates and conversions.
B2C brands might stick to a single content format in their influencer campaigns, missing out on the diverse ways influencers can engage their audiences. Content formats vary from Instagram posts and stories to YouTube videos, blog posts, and even live streams. Experimenting with different formats can capture different types of audience attention and appeal to various preferences.
Vanity metrics such as likes and follows provide a limited perspective on campaign success. B2C brands often miss the opportunity to measure more meaningful metrics, such as engagement rates, click-through rates, and conversion rates. These metrics offer insights into the effectiveness of influencer content in driving real interactions and conversions.
Effective influencer campaigns require collaboration between brands and influencers from the planning stage. B2C brands often miss the chance to involve influencers in campaign ideation and strategy development. By leveraging the influencer's insights and understanding of their audience, brands can create more relevant and resonant campaigns.
The digital landscape is dynamic, and influencer marketing strategies need to evolve accordingly. B2C brands often miss the mark by failing to continuously learn from their campaigns and adapt their strategies. Regularly analyzing campaign data, reviewing audience feedback, and staying attuned to industry trends allows brands to refine their approaches for better results.
To conclude, influencer marketing and B2C brands have the best chemistry. But only if you fuse the two smartly and consistently.
Even if you do take care of everything in the starting, there are critical points that are often missed in the execution later on. Hence, make a checklist of the points reminded above and tick them off before you kick off your next influencer campaign.
This article talks about ten points that B2C brands must check in their influencer marketing campaigns.