7 mistakes to avoid if you want to collaborate with an influencer

Collaborating with an influencer can be an extremely effective strategy for developing your brand, gaining visibility and boosting sales. However, collaboration is not always easy. Many brands make mistakes that put the brakes on their campaigns and reduce the impact they were hoping to achieve. To avoid this, it's essential to understand the most common pitfalls before getting started. 

In this article, 18h08, France's #1 influencer agency, reveals 7 mistakes to avoid if you want to work with an influencer. They will help you approach this partnership in the best possible conditions, whether you're in the process of finding an influencer or already involved in a campaign.

1. Not clearly defining your objectives

The first and probably most common mistake is not defining clear objectives before embarking on an influencer campaign. Many brands are tempted to skip this step, thinking that simply collaborating with an influencer will be enough to achieve results. However, without precise objectives, it's difficult to measure the success of a campaign and assess whether it has brought the desired results. Even before finding an influencer, you need to know what you want from this collaboration. Do you want to increase brand awareness? Drive traffic to your website? Increase your sales? Or are you looking for feedback on a new product?

An influencer can help you with each of these tasks, but each objective requires a different approach. Having a clear vision of the results you want to achieve will help you choose the right influencer and design a campaign that meets your expectations.

2. Choose an influencer based solely on the number of subscribers

The number of subscribers is often the first criterion brands look at when finding an influencer. It's easy to think that an influencer with a large number of subscribers will bring you more visibility. However, this can be misleading. Just because an influencer has a lot of subscribers doesn't mean they'll automatically generate engagement or conversions for your brand. In fact, subscribers can be bought...

Engagement is actually far more important than the raw number of subscribers. An influencer with fewer subscribers, but with an active and engaged community, can offer better visibility and more relevant interactions. In fact micro-influencers generally have a higher engagement rate than influencers with millions of subscribers. So when you start to find an influencer, don't rely on numbers alone. Take the time to analyze the quality of engagement: how many people comment on and share their posts? Are these interactions genuine?

Also, make sure the influencer's community matches your target audience. A good influencer will know how to create relevant content that will resonate with his or her audience, and therefore with your future customers.

3. Ignore the influencer's values

Another common mistake many brands make is to ignore the values of the influencer they wish to collaborate with. Yet consistency between the influencer's values and those of your brand is crucial to the credibility and success of your campaign. Collaborating with an influencer who doesn't share your convictions can tarnish your brand's image and alienate your customers.

For example, if you're an eco-responsible brand, it's essential to find an influencer who adheres to these values and is also committed to promoting sustainable consumption. A mismatch between your brand's values and those of the influencer could not only compromise the campaign, but also provoke negative reactions from your audience. Make sure you choose the right influencer to work with. 

4. Failure to draw up a clear contract

Another common pitfall is not formalizing the collaboration with a contract. Some brands still consider collaboration with an influencer as something informal, not requiring a legal framework. This is a serious mistake. Without a clear contract, misunderstandings are more frequent and it becomes difficult to manage expectations on both sides. A contract protects both you and the influencer, by precisely defining the terms of the collaboration.

This document should include several key points: the duration of the collaboration, the type of content to be produced, the number of publications, deadlines, and of course, payment terms. It's also useful to specify performance expectations, such as a minimum number of views or engagement. Finding an influencer should always be accompanied by the establishment of a formal framework to protect your investment and guarantee the smooth running of the campaign.

If you would like to find out more about what to look out for and best practices, we recommend this article from Hubspot.

5. Lack of flexibility in content creation

One of the most common mistakes is trying to control too much the content an influencer must produce. Brands sometimes tend to impose very strict guidelines, dictating the format, tone and even visuals to be used. Yet what makes an influencer effective is precisely their ability to create content that speaks to their audience. When you impose too many restrictions, you run the risk of stifling his creativity and producing content that won't resonate with his audience.

It's important to understand that the influencer knows his audience best and knows what works. Trust them to adapt your message to their communication style. By being too directive, you run the risk of creating content that is too commercial or artificial, which can alienate his audience and therefore reduce the effectiveness of your collaboration.

6. Do not monitor campaign results

Once you've managed to find an influencer and launched your campaign, it's important to track their performance. Many brands neglect this essential step. Don't just look at the results at the end of the campaign without paying attention to the real-time data. To maximize the impact of your campaign, you need to track performance indicators throughout.

The KPIs (key performance indicators) to monitor vary according to your initial objectives. If your goal is to increase brand awareness, you'll need to pay attention to the number of views, likes, shares and mentions of your brand on social networks. If you're looking to generate conversions, analyze the traffic generated on your site, the number of clicks on your links or direct sales. Using analysis tools allows you to identify what's working and what needs to be adjusted. A good strategy is to remain flexible and fine-tune the campaign according to the results obtained.

7. Forgetting to nurture the relationship with the influencer

Finally, one mistake not to make is to view the relationship with an influencer as a short-term partnership. A collaboration doesn't stop once the campaign is over. Building a lasting relationship with an influencer can be a real asset for your brand. Influencers who are loyal to a brand are often perceived as more authentic by their audience. This reinforces the credibility of their recommendations.

Once you've found an influencer with whom the collaboration has gone well, it's important to maintain a regular relationship. Check in with them, send them a card or a small gift from time to time, and show them that you appreciate their commitment. A relationship of trust can lead to future collaborations, and it's always more effective to work with influencers who already know your brand. What's more, by taking care of the relationship, you increase the chances that the influencer will spontaneously talk about your products, even outside paid campaigns.

Conclusion

Collaborating with an influencer can transform your communications strategy, provided you avoid these common mistakes. Defining precise objectives, choosing an influencer based on their commitment rather than their number of subscribers, respecting their values, and formalizing the collaboration with a contract are essential steps. Trust the influencer's creativity, monitor campaign performance in real time, and nurture the relationship after the collaboration has ended. By taking the time to find the right influencer for your needs and establishing a solid partnership, you'll optimize your chances of a successful influencer campaign.

Want to save time, avoid mistakes, and work with a trusted influencer agency? Contact us. We're the number 1 influencer marketing strategy agency in France. We'll work with you to identify your needs and create a tailor-made strategy.