A 2023 HubSpot study revealed that one in four marketers worked with influencers. Why is this marketing strategy so popular?

According to Matter Communications, 69% of consumers trust influencers’ product recommendations. When people discover brands through their favorite influencers, they’re more likely to trust what they have to say.

It’s all about the human element. While businesses have their own brand identity, there’s no face consumers can put to the name. But when an influencer posts content with themselves talking about a company and showcasing its products, it helps humanize the brand.

This makes it more appealing to potential customers, fosters a sense of community, and creates social proof.

Are you considering launching an influencer campaign? It’s important to be aware of common mistakes marketers make when they work with influencers.

What Is Influencer Marketing?

Influencer marketing is a form of marketing where a brand collaborates with an online influencer to promote one of its products or services. It also helps to increase brand awareness and recognition.

Globally, influencer marketing reached a market valuation of 21.1 billion US dollars in 2023. The market for this key strategy will only grow as more influencers and brands work together and create content that builds awareness and persuades customers to make a purchase.

8 Influencer Marketing Mistakes to Avoid

Avoid these eight influencer campaign mistakes to give yourself the best chance of hitting your performance goals.

1. Overlooking the Power of Nano and Micro-Influencers

One of the biggest mistakes you can make when working with influencers is ignoring the ones with smaller followings.

It might seem backward — because why wouldn’t you go after the larger influencers? The larger the following, the better, right?

Not necessarily. The opposite is sometimes true. Nano influencers (1 K – 10 K) and micro-influencers (10 K – 100 K) often nurture authentic relationships with their followers.

These relationships often lead to more trust and sway over purchasing decisions. So, these smaller influencers can be a gold mine for connecting with an audience that’s more likely to buy.

2. Working With the Wrong Influencers

Choosing the wrong influencer to represent your brand could be highly damaging to your reputation, especially if you’re just starting out.

The wrong influencer might have a bad reputation, low engagement, or an audience that doesn’t align with your niche. Make sure their interests, content, and followers fit your industry and brand personality.

Look for people who are responsive, reliable, and easy to work with, and who consistently post high-quality content.

3. Not Prioritizing Long-Term Relationships

It’s unrealistic to expect results after a single post. Influencer marketing thrives on collaboration — and you don’t need a huge budget to make it work.

Use AdTech platforms to find perfect influencer matches and build long-term relationships through multi-post campaigns that strengthen the bond between influencer, brand, and audience.

4. Not Choosing the Right Channels

Success on one social platform doesn’t guarantee success on another. Every brand and audience is different.

Example: A luxury fashion brand choosing between an Instagram fashion blogger and a YouTube lifestyle creator. The Instagram influencer may be the better fit because the platform’s visual nature highlights products through beautiful imagery and short videos.

5. Failing to Set a Goal for Your Campaign

The biggest mistake? Not having a goal. Influencer campaigns can build awareness, boost sales, grow a community, or educate an audience — but you must decide your objective first.

Example: SoFi, a finance brand, partners with influencers like Caitlyn Kumi to educate audiences and promote financial empowerment for women.

6. Ignoring Audience Data

Failing to analyze an influencer’s audience leads to weak targeting.

Example: A skincare brand promotes an anti-aging serum through a TikTok influencer whose followers are mostly teens — resulting in poor ROI. Always verify that the influencer’s audience matches your product’s demographics.

7. Thinking Your Product Can’t Benefit From Influencer Marketing

Influencer marketing isn’t just for fashion and beauty. Every industry can benefit — from BMW (automotive) to Apple (tech).

Even B2B or IT brands can collaborate with tech influencers to demonstrate solutions, share tutorials, and discuss best practices.

8. Not Considering Different Compensation Models

Influencer compensation isn’t one-size-fits-all. Choose what fits your goals and budget.

• Pay per post: Flat rate per content piece.
• Cost per click (CPC): Payment based on link clicks.
• Cost per engagement (CPE): Payment tied to likes, shares, comments.
• Free merchandise or services: Offer products, trips, or experiences.
• Cost per acquisition (CPA): Pay only for actual conversions or sales.

Conclusion

Investing in influencer marketing is one of the most effective ways to build excitement, drive growth, and create social proof.

When consumers see trusted voices endorsing your brand, it reduces hesitation and builds confidence.

By avoiding these common mistakes and selecting influencers who align with your brand, you’ll set your campaigns up for success.

Not sure where to start? Explore influencer platforms like ThecreativePR today.