3 ways to avoid snags in ‘influencer marketing’ campaigns
For marketers, working with social media rock stars can be an appealing way to boost efforts online. Here’s how to ensure that your costs and plans don’t spin out of control.
The marketing world has realized the power of social media heavyweights.
In the right situations, they can lead to increased brand awareness and significant sales, but some companies have become overindulgent, showering social media influencers with attention, perks, money and gifts—sometimes far exceeding the value those influencers provide.
Marketers want influencers to enjoy the best possible experience in hopes of generating positive coverage, but these efforts can quickly spin out of control.
I work in the hotel industry, which has always rolled out the red carpet for VIP customers.
Some hoteliers have started to shower influencers with luxuries: personalized dinner menus, helicopter tours and monogrammed robes. It’s a bit excessive.
It’s easy to see how loyal customers might be put off when they see posts from influencers who have enjoyed these extravagant experiences. Influencer partnerships designed to attract new customers can inadvertently sour your company’s devoted patrons.
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