Building brand awareness can be difficult for even the most established businesses. With all the noise and information overload in today's digital age, consumers just aren't easy to capture.

But with influencer marketing, people are more likely to pay attention — because someone they trust is promoting a product or service.

This phenomenon is especially true for younger generations, who shop more online. In fact, 55% of Gen Zers trust influencers more than traditional celebrities.

And nearly 50% of Millennials worldwide find influencers’ brand or product recommendations more engaging than regular advertisements.

In other words, it's no surprise that the influencer market in the US was valued at a record $16.4 billion in 2022.

If you're considering jumping on the bandwagon, educating yourself about influencer marketing is important. In this post, we’ll review the dos and don'ts to help you maximize your influencer marketing success.

What Is Influencer Marketing?

With influencer marketing, brands work with people who have a strong online presence to promote their products or services.

Influencers earn their followers' trust — which makes their recommendations more authentic and effective than traditional ads.

Typically, influencers share new products or services on social media, but influencer marketing can happen anywhere online or even in person — through blog posts, YouTube videos, podcasts, reviews, emails, or events.

Types of Influencers

• Mega influencers: 1M+ followers, often celebrities with massive reach but less personal connection.
• Macro influencers: 100K–1M followers, broader reach across multiple niches.
• Micro influencers: 1K–100K followers, strong engagement and credibility in a specific niche.
• Nano influencers: Fewer than 2K followers, highly active and loyal audiences. Often collaborate in exchange for free products.

Example: MAC Cosmetics often supports nano influencers by resharing their photos and reviews, showcasing real customers using MAC products.

Influencer Marketing Don’ts

Here are seven simple influencer marketing mistakes to avoid in your next campaign.

1. Don't Forget to Define Your Goals

Before you begin, define what success looks like — brand awareness, sales, or loyalty. Align your content and influencers with those goals, and communicate them clearly.

2. Don't Take Complete Control of the Content

Let influencers do what they do best. Too much control stifles authenticity and creativity. Set boundaries, but give them space to connect with their audience in their own voice.

3. Don't Follow Traditional Advertising Rules

Influencer marketing is about authenticity, not perfection. Encourage natural storytelling over polished ads — that’s what resonates most.

4. Don't Overlook Micro-Influencers

Micro-influencers may have smaller followings but much higher engagement rates. They often deliver better ROI than celebrity endorsements.

5. Don't Rely Solely on Influencer Marketing

Influencers are a powerful piece — not the whole puzzle. Combine influencer efforts with email, SEO, paid ads, and content marketing for best results.

6. Don't Set Unrealistic Expectations or Deadlines

Influencers juggle multiple collaborations. Be flexible with timing, give clear guidelines early, and allow creative breathing room for quality content.

7. Don't Limit Your Campaigns to One Channel

Repurpose influencer content across Instagram, TikTok, YouTube, email, and product pages. Multi-channel exposure amplifies trust and engagement.

Influencer Marketing Dos

Now that you know what not to do, here are seven best practices to make your influencer campaigns shine.

1. Boost Your ROI With a Cost Analysis

Balance ad costs with influencer rates and expected reach. Look beyond follower count — evaluate engagement, audience quality, and content style.

2. Choose the Right Influencer

Pick someone who aligns with your brand values and target audience. Celebrity collaborations can build massive awareness when aligned properly.

3. Be Transparent

Always follow FTC disclosure guidelines. Authenticity and honesty build trust — both with your audience and the platform.

4. Use Influencers Who Know Your Product

Choose influencers who understand your niche deeply. Their credibility adds weight to your product’s message.

5. Use Quality Visuals

Good visuals elevate campaigns. Provide content guidelines or assets that help influencers keep your brand aesthetic intact.

6. Tell a Story

Storytelling builds emotional connection. Encourage influencers to share their personal experiences and how your product fits into their lives.

Conclusion

Influencer marketing can take your brand to new heights when done right. Keep these dos and don’ts in mind, and you’ll avoid common pitfalls while amplifying your success.

Bookmark this guide — your next campaign will thank you for it.