Key Influencer & KOL Advertising and marketing Errors You Ought to Keep away from


Key Influencer & KOL Marketing Mistakes You Should AvoidWith KOL and influencer advertising and marketing being all the fad, and for good causes, it is without doubt one of the greatest advertising and marketing instruments you’ll be able to leverage to create genuine connections with current and new prospects.

Nonetheless, whereas it may be tempting to leap on the bandwagon, doing so would possibly outcome within the improvement of sure blind spots that may adversely influence your ultimate outcomes. So, take a while to conduct correct analysis and provide you with a strong marketing campaign technique.

And though there’ll by no means be a assured method to know what’s going to work and what is not going to, now we have compiled a few of the key errors that it is best to keep away from altogether.

1. Assuming superstar endorsements as the one type of influencer advertising and marketing

Celebrities are positively social influencers in many alternative features. Nonetheless, they don’t seem to be every part within the creator financial system. The truth is, they make up solely a small proportion. There are different varieties of influencers you could work with:

  • Celeb or mega influencers: >1M followers
  • Macro influencers: 100,000 – 1M followers
  • Micro influencers: 10,000 – 100,000 followers
  • Nano influencers: 1,000 – 10,000 followers

Most manufacturers don’t have intensive fundings to work with celebrities once they simply get began. The truth is, whereas influencers like them have enormous followings, they sometimes don’t have the identical diploma of genuine engagement as in comparison with the opposite social media influencers. Whereas they are perfect for constructing a major quantity of name consciousness because of their attain, they may not have the ability to construct model loyalty or promote purchases.

In distinction, an influencer with smaller followings would possibly supply a decrease partnership fee however has the aptitude to optimise and maximise your model marketing campaign, reaching extra focused audiences. You may also wish to think about working with area of interest influencers who “specialises” in your particular trade.

The right way to repair it: Whereas there’s not a lot you are able to do after signing a partnership with an influencer, use this data within the subsequent marketing campaign.

2. Not personalising your outreach message in keeping with every influencer

It may be simple to mass-send a generic cut-and-paste message to influencers, hoping they’d be eager to associate together with your model. Nonetheless, in doing so, it should make issues appear transactional relatively than a detailed partnership. It by no means fails while you add in private contact, reminiscent of commenting on their newest publish or that you just really take pleasure in their content material.

In your outreach, handle them by their title, together with particulars, reminiscent of what you want about their content material and why you assume they’d suit your model marketing campaign. And to make issues a little bit extra honest and engaging, embody any details about potential cost strategies in your topic line.

The right way to repair it: When you’ve got already despatched a generic electronic mail and the influencer has not replied, you would possibly wish to observe up by sending a extra personalised message.

3. Partnering with controversial influencers

A latest instance of working with controversial influencers could be the director of the South Korean Netflix collection Squid Recreation 2’s determination to forged former BigBang member T.O.P, who was convicted of drug abuse in 2017, resulting in a two-year probation. Many netizens and followers of the present have been sad with the casting, with many deciding to boycott the favored collection.

The position of an influencer’s job is to be within the highlight. Therefore, partnering with controversial influencers may cause mistrust to your model. The general public will inevitably get upset when their favorite model funds influencers who’ve made them upset in any approach, usually transferring these damaging feelings to your model, therefore, why many manufacturers select to finish partnerships when such controversy occurs (not squid sport 2, although).

A fast Google search is the way in which to know should you ought to learn about any issues relating to the influencer you would possibly probably associate with.

The right way to repair it: in case your model is below fireplace for working with a controversial influencer, it could be greatest to craft a public message addressing the individuals’s issues, allow them to know what you might be doing in response, and settle for the accountability. Typically, you may need to make the drastic transfer of terminating the partnership.

4. Focusing on the improper social media platform

A powerful social media presence can go a good distance in assuring marketing campaign success. Nonetheless, many manufacturers are usually not in a position to optimise the ability of social media as a result of they aim the improper social media platforms to succeed in their focused viewers.

Within the trendy world, social media has grow to be an important facet of operating a model. Even small manufacturers have their very own Instagram, Fb, and TikTok pages. Therefore, it’s much more important to focus on the right social media platform when launching an influencer and KOL advertising and marketing marketing campaign. Doing so will enable you to attain and work together with the proper target market you require for model progress.

Conduct some analysis on the assorted platforms. See the place most of your focused viewers is and give attention to these. For instance, if you’re focusing on Gen Zs, maybe TikTok could be the social media platform to focus on.

The right way to repair it: When you’ve got already signed a contract together with your influencer and realise you’ve got focused the improper social media platform, see if they’re additionally as energetic on the focused platform. Then, talk to the influencer about switching the required platform for his or her duties, explaining why you needed to make that change and seeing if they’re comfortable with it.

5. Anticipating speedy outcomes

Influencer and KOL advertising and marketing, whereas with the ability to attain your focused audiences virtually immediately, is a long-term technique. So, don’t anticipate to see on the spot outcomes after a single marketing campaign. It’s a sluggish and regular course of to realize elevated model consciousness and recognition.

The right way to repair it: Set attainable objectives and select a extra cheap deadline. Then set a number of key efficiency indicators that will let you observe your marketing campaign progress. All the time be prepared to regulate and optimise your marketing campaign accordingly to make sure the utmost outcomes.


A powerful influencer and KOL advertising and marketing technique is way more than simply participating the most well-liked content material creator. There may be quite a lot of planning, analysis, and understanding of the person panorama too. Hopefully, with these 5 suggestions, you’ll keep away from making pointless errors which result in pointless spending of marketing campaign sources.

On the finish of the day, participating an influencer specialist, reminiscent of Kobe, might help you keep away from pointless advertising and marketing errors. As the primary and just one in Singapore that delivers consumer-first social media advertising and marketing campaigns, our workforce has, over time, helped many manufacturers and organisations develop exponentially by matching the proper influencer and KOL with them.

Go to us at to inquire about our award-winning options to your KOL and influencer advertising and marketing wants immediately!


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