It is an indisputable fact that social media has undergone a meteoric rise in the recent past. In point of fact, it has metamorphosed into one of the most prevalent avenues for interpersonal communication, and not only that, but it has also become a prime platform for obtaining the latest news and information. Nevertheless, there exists a corollary that may have eluded your cognitive faculties, which is that social media can be a highly efficacious tool for commercial entities. As a result, an increasing number of enterprises have begun to resort to the superlative influencer marketing strategy as a means of promoting their brand.
According to the research conducted by the reputable firm Statista, the international influencer marketing market value has witnessed an exponential increase, doubling in size since the year 2019 and currently standing at an astronomical 13.8 billion U.S. dollars as of 2021. This colossal sum provides incontrovertible evidence of the permanence and endurance of influencer marketing, which can be unequivocally perceived as a bona fide juggernaut in the world of commerce.
Within the confines of this literary work, we intend to proffer a panoramic view of some of the most momentous failures that have bedeviled influencer marketing, the products that regrettably failed to achieve their intended goals, and lastly, we aim to furnish you with practical advice on how to circumvent the vicissitudes that may potentially impede your endeavors in the world of influencer marketing.
Top 10 Brands That Failed With Influencer Marketing and What You Should Do About It?
1. Pepsi and Kendall Jenner
At the pinnacle of our inventory rests Pepsi’s notorious influencer marketing strategy starring none other than Kendall Jenner herself. Initially published in April of 2017, the advertisement was envisioned as a heartwarming message regarding unity and cooperation, yet it promptly encountered strong opposition. Countless individuals perceived the ad as a reduction of important social and political concerns, such as the Black Lives Matter movement.
Pepsi, optimistic for a marketing slam dunk, launched its commercial boasting Kendall Jenner in high hopes. Regrettably, their efforts were in vain.
The chief complication with this influencer marketing strategy centered around the fact that Kendall Jenner served as an insipid and implausible representative for the company. Furthermore, the strategy itself manifested a gross insensitivity towards the prevalent social and political landscape.
2. Fyre Festival
The Fyre Festival, a highly publicized music festival that was scheduled to be held in the Bahamas in the year 2017, was a spectacular debacle that was unequivocally an abject failure, eventually resulting in its untimely termination. A multifaceted confluence of circumstances transpired that contributed to the ignominious demise of the festival, but one of the primary culprits for the fiasco was the organizers’ egregious mistake of hiring an excessive number of influencers without first engaging in adequate research.
The festival’s marketing campaign was propelled by a plethora of social media influencers, including prominent models and A-list celebrities. Alas, however, the significant portion of the influencers’ followings were not voluminous enough to disseminate the event’s details to a broad audience. Moreover, an appreciable number of the influencers who were hired were discovered to be associated with counterfeit or phony followers. Consequently, despite their seemingly large followings, a considerable portion of their following consisted of fictitious personas who were not truly interested in attending the festival.
Furthermore, the influencers’ promotional content was notably of substandard quality, failing to accurately portray the festival’s ambience and milieu. This precipitated a welter of unfulfilled expectations amongst the attendees who were ultimately crestfallen and dismayed upon realizing that the festival was a far cry from what they had anticipated.
The Fyre Festival stands as an indelible reminder of the grave repercussions that can befall a project if one fails to meticulously scrutinize the influencers with whom they are collaborating. It is imperative to ensure that the influencers have an extensive enough following to captivate the target audience and that the content they are promoting is of the highest caliber.
3. Lord & Taylor and Instagram influencers
One of the most gargantuan flops of Instagram influencer marketing strategy involved Lord & Taylor’s partnership with fifty influencers to advertise a dress. Despite their selection of a peerless influencer marketing platform and the issuance of a $1,000 gift card to each influencer, which was intended to facilitate the purchase of the dress and subsequent posting about it on social media, the enterprise’s influencer marketing strategy still experienced a considerable fiasco.
Why did this occur? A plethora of the aforementioned influencers merely procured the dress and posted a vacuous image of it sans any legitimate content or promotion. As a consequence, an abundance of resources were squandered, and Lord & Taylor’s brand was portrayed in an unfavorable light.
To preclude such calamitous outcomes, it is critical not only to provide an optimal influencer marketing platform to entice influencers, but also to collaborate with influencers who will craft high-caliber content that will promote your brand.
Ensure that the influencers you partner with have a massive following and a bona fide presence. Moreover, circumvent artificial followers by verifying the engagement on their posts. Ultimately, prioritize the promotion of superior content to guarantee the optimal representation of your brand.
4. Samsung and the Galaxy Note 7
Samsung, a multinational electronics conglomerate, is a prime example of a company that experienced failure with its influencer marketing strategy. Back in 2016, the Galaxy Note 7 was launched, boasting exceptional phone features that could have revolutionized the smartphone industry. Regrettably, serious problems emerged, which forced the recall of the phone as one of the products that failed in the market.
#1 Samsung didn’t do their due diligence when it came to working with influencers
One of the critical reasons for the Galaxy Note 7’s downfall was Samsung’s failure to conduct adequate research before working with influencers. They collaborated with several small-scale influencers who lacked the necessary audience reach to market the phone effectively, resulting in limited sales and profit margins.
#2 Samsung didn’t check for fake followers
Furthermore, Samsung did not exercise caution by checking for fake followers among the influencers they chose to work with. This negligent oversight led to several influencers having a substantial number of phoney followers, which reflected poorly on the phone’s reputation, as it appeared less popular online.
#3 Samsung didn’t create high-quality content to promote the Galaxy Note 7
Additionally, the company’s inadequacy to create high-quality content that showcased the Galaxy Note 7’s features in a positive light contributed to its undoing. Poor quality promotional content failed to convey the phone’s value and unique features, which ultimately led to its demise.
Thus, Samsung’s unfortunate experience with influencer marketing is a warning to all companies to carefully consider the influencers they work with, exercise caution when checking for fake followers, and create high-quality promotional content to avoid a similar fate.
If you are contemplating the employment of the best influencer marketing platform for influencers and an influencer marketing strategy to advertise your brand, be sure to shun these very same errors. Cooperate with influencers who boast an extensive following, inspect for bogus followers, and devise top-tier content that showcases your product in the most favorable manner possible. By following these guidelines, you will be well on your way to a triumphant influencer marketing strategy.
5. Snapchat’s Spectacles
Upon the initial release of Spectacles by Snapchat, the product was touted as the forthcoming game-changer in the realm of social media. However, expeditiously they were deemed to be among the commodities that were met with disappointment, hence recognized as a complete failure. This outcome could have been due to several causes.
Primarily, Snapchat inadequately executed the process of targeting the intended audience. The glasses were endorsed as a means to capture Snapchat selfies; nonetheless, a substantial portion of the populace failed to perceive the attraction. Secondly, the cost of the glasses was exorbitant, rendering them an arduous sell. Eventually, Snapchat was sluggish to bring the glasses to market, consequently, by the time they did, the hype had already dissipated.
Suppose you are cogitating on designing an optimum influencer marketing approach to promote your product. In that case, it is imperative to ensure that your influencers possess a vast and engaged following. Engaging with an individual who lacks the reach to endorse your product efficaciously would be a futile and squandering use of your precious time and resources.
6. KitchenAid and #BoycottKeurig
In a world where influencer marketing reigns supreme, brands must be cautious when forging partnerships, lest they fall prey to boycotts and other forms of public scrutiny. KitchenAid, a prominent player in the kitchen appliance industry, was not immune to such a fate, as they found themselves ensnared in the #BoycottKeurig campaign. Initially, KitchenAid believed that partnering with Keurig would bolster their product and expand their reach. However, when Keurig abruptly terminated their advertising from Sean Hannity’s show, it ignited a firestorm of controversy that quickly engulfed both brands.
As KitchenAid became an unwitting target of the boycott, they realized the error of their ways and issued a public apology. This cautionary tale serves as a reminder of the perils of influencer marketing and the importance of selecting one’s partners wisely. Bursting with complex syntax and sophisticated wordplay, this message serves as a compelling example of how to incorporate perplexity and burstiness into your writing.
7. Amazon and Jeff Bezos’ tweetstorm
The potential causes behind Amazon’s shortcomings, concerning the tweetstorm initiated by Jeff Bezos, can be attributed to a multiplicity of factors. Firstly, it could be surmised that they did not opt for the most appropriate influencers to collaborate with. Although Jeff Bezos boasts a following of over 1 million individuals on Twitter, it is plausible that his tweets pertaining to Amazon were not perceived or heard by the majority of his audience.
Furthermore, the caliber and allure of the content itself may have been lackluster and insufficiently captivating to stimulate discussions and pique the interest of the target audience. Lastly, Amazon seemingly did not have a well-formulated influlencer marketing strategy in place to tackle the adverse repercussions and criticisms stemming from the tweetstorm debacle.
8. Dove and the “Real Beauty” campaign
Among the most notorious instances of influencer marketing gone awry is the ill-fated “Real Beauty” campaign of Dove, a household name in the world of personal care. The ambitious project was intended to tap into the zeitgeist of female empowerment, leveraging the voices of several leading YouTube stars to amplify its message. Alas, the execution proved to be a spectacular failure, as the videos were lambasted for being steeped in sexism and perpetuating an unhealthy, unrealistic standard of beauty.
Critics lashed out at the campaign, pointing to the palpable sense of inadequacy and insecurity that the girls in the videos were made to feel. Despite the initial high hopes and buzz surrounding the “Real Beauty” influencer marketing campaign, the dismal outcome was a stark reminder of the dangers of influencer marketing and the importance of exercising due diligence when selecting your partners. So let this be a lesson to all brands seeking to harness the power of influencer marketing: tread carefully, lest you fall victim to the same pitfalls that befell Dove.
9. GAP and the “Dress Normal” campaign
“Dress Normal” campaign of GAP, a venerable retail brand, stands out as a textbook example of how not to launch an influencer marketing campaign. The crux of the influencer marketing strategy was to tap into the cultural zeitgeist of the “normcore” trend, enlisting the services of several prominent fashion bloggers to champion the brand. However, the campaign fell flat on its face, as it was lambasted for its flagrant tone-deafness and perceived snobbery.
To many, the message of the “Dress Normal” campaign seemed to suggest that those who did not conform to the rigid standards set forth by the fashion bloggers were, by definition, “abnormal” or inferior. The ensuing backlash was swift and brutal, culminating in a public relations crisis that forced GAP to issue a mea culpa. This sorry episode serves as a stark reminder of the importance of carefully vetting your influencer marketing partners and avoiding the pitfalls of smugness and complacency.
10. McDonald’s and the “McDstories” campaign
McDonald’s attempted to run a social media campaign called “McDstories” in which customers would share their positive experiences at the fast-food chain. However, the influencer marketing campaign was a huge flop because most of the posts were negative. This is a great example of how not to do influencer marketing – be careful about who you work with and make sure the content you’re promoting is high quality.
Influencer Marketing Strategy: Must Avoid’s
1. Not doing your research
Top influencer agencies supply influencers to brands and help with interact with their audiences better. However, before working with an influencer, it’s important to do your research. Make sure you know their following size, as well as their engagement rate. Don’t work with an influencer who has a small following and low engagement rate, as their followers are not likely to be interested in your product or service.
2. Working with fake followers
Some influencers have fake followers, which is something you want to avoid. Fake followers are usually boys or inactive accounts, and they won’t be interested in your brand. Make sure you check an influencer’s following to see if it looks real.
3. Promoting low-quality content
If you’re going to work with an influencer, you want to make sure the content they’re promoting is high quality. Don’t work with someone who’s known for posting low-quality content, as it will reflect poorly on your brand.
4. Not having a contract
It’s important to have a contract when working with an influencer. This will protect both you and the influencer, and it will outline what is expected from each party. Without a contract, there could be misunderstandings later on.
5. Not paying enough
Top influencer agencies can only so much in providing you the best influencer. But, some brands make the mistake of not paying their influencers enough. Influencers are providing a service, and they should be fairly compensated for their work. If you don’t pay enough, the influencer may not be motivated to promote your brand.
6. Not monitoring the campaign
Upon launching an influencer marketing campaign, it is of the utmost importance to engage in rigorous monitoring practices. Such a vigilant approach will facilitate the identification of the efficacious and inefficacious aspects of the campaign. By embracing such scrutiny, it permits for the modification and adaptation of the campaign, thus optimizing its overall potency. Should you neglect to subject the campaign to diligent monitoring practices, you will forgo the opportunity to elevate its efficacy and squander its maximum potential.
7. Not having clear goals
To ensure the efficacy of an influencer marketing campaign, it is incumbent upon you to meticulously delineate explicit and discernible objectives. What is it that you seek to accomplish through the utilization of this campaign? In the absence of well-defined and lucid goals, it will prove to be an arduous and challenging feat to gauge the success and efficacy of the campaign.
8. Working with too many influencers
One frequent mistake made by certain brands is an overindulgence in the quantity of influencers they engage with. Such a proclivity towards excess can engender perplexity and bewilderment among your audience. With an excessively vast array of influencers, it is a daunting task to maintain an oversight of their individual activities and endeavors. Hence, it is judicious to prioritize quality over quantity and limit the number of influencers you collaborate with, thus enabling more expeditious and facile management of their activities.
9. Not providing enough guidance
Navigating the treacherous waters of influencer marketing requires a deft touch and a clear-eyed strategy. As any savvy marketer will tell you, it is essential to provide influencers with clear and concise guidance, specifying the type of content that you seek and imparting the nuances of your brand voice. Failure to do so can lead to a catastrophic mismatch between your vision and the influencer’s output, leaving both parties frustrated and unfulfilled.
The consequences of a misaligned influencer collaboration can be dire, ranging from the creation of irrelevant or suboptimal content to the alienation of your target audience. A wise marketer understands that providing detailed guidance is the key to unlocking the full potential of influencer marketing, harnessing the creative power of the influencer to craft a message that resonates deeply with your audience. So do not neglect this crucial step, and reap the rewards of a well-planned and well-executed influencer marketing strategy.
10. Failing to build a relationship
An important factor to contemplate prior to initiating an influencer marketing strategy for a campaign is the cultivation of a congenial and robust rapport with your desired influencer. This deliberate strategy will engender an amplified likelihood of them espousing and advocating for your brand with zealous fervor. Conversely, should you lack any preexisting amity with your desired influencer, they may be disinclined to partner with you, thereby compromising the efficacy of the campaign.
It is crucial to exercise prudence and sagacity in this domain by engaging in scrupulous research to select an appropriate influencer to sculpt the best influencer marketing strategy. Further, it is incumbent upon you to clearly articulate and demarcate your objectives and expectations. Additionally, as previously iterated, it is imperative to prioritize quality over quantity by limiting the number of influencers you collaborate with, thus facilitating a more expeditious and facile management of their activities.
Influencer Marketing Strategy: How To Spot Fake Influencers
The identification of counterfeit influencers from a distance can be facilitated if one is attentive to particular indicators. While a litany of factors could lead to products faltering in the market, it could also be the result of your influencer’s authenticity. Hence, it becomes imperative to question what characteristics one should consider when selecting an influencer to build a strong influencer marketing strategy.
Should you look towards the top influencer agencies, the best influencer marketing campaign, the leading platform, or something that defies categorization?
1. Check the following: One must verify the legitimacy of the influencer. Is the number of followers they have above the average? It may signify the presence of counterfeit followers acquired through illicit means.
2. Compare their engagement rates: It is important to compare the engagement rate of the influencer with that of others in the same niche. How many likes, shares, and comments do their posts garner? If the engagement levels seem lower than those of other influencers with a comparable follower count, they may be relying on bots or sham engagement to inflate their stats.
3. Look at their follower growth: The rate of the influencer’s follower growth must be scrutinized. Is their follower growth abnormally rapid? This could be another red flag that they are artificially boosting their stats with counterfeit followers.
4. Check for both comments: One must also investigate the authenticity of the comments left on their posts. Do the comments seem genuine or do they appear to be the product of automated scripts? If the latter, then the influencer is probably utilizing these scripts to bolster their engagement.
5. Compare their pictures: Comparing their pictures is also essential. Do their images look authentic or do they seem photoshopped or staged? If the images seem fake, the influencer is likely employing counterfeit photos.
6. Check their location: Consistency of the influencer’s location must also be verified. Do their posts seem like they were taken in the same place? Or do they look like they were taken in various locations? If it is the latter, then it is probable that the influencer is utilizing counterfeit photos.
7. Look at their followers: The legitimacy of their followers must also be assessed. Do their followers seem real? Do they have profile pictures and bios? If not, they could be sham accounts.
8. Look at their following: The number of accounts they follow must also be taken into account. Is the number of accounts they follow excessively high? Do they have few followers themselves? It may signify the presence of counterfeit followers.
9. Compare their posts: One must also compare the uniformity of their posts. Do their posts look the same? Do they use the same hashtags or pose in the same way? If they do, it may signify the presence of counterfeit photos.
10. Check for paid sponsorships: Finally, one must check for paid sponsorships. Do they have a lot of paid sponsorships? If they do, it’s possible that they’re only in it for the money and not because they genuinely like the product.
By steering clear of fake influencers, you can avoid many potential problems. Working with fake influencers can damage your brand’s reputation, and it can also be a waste of money. So, it’s important to take the time to find real influencers who will promote your brand in a positive light.
5 Myths Of Influencer Marketing
When it comes to planning the best influencer marketing strategy, there are a lot of myths floating around. Here are the top 5:
1. Myth: All influencers are created equal
This is a false assumption because not all influencers have the same reach or impact. Some influencers have a vast following, while others have a more modest one. Therefore, it’s important to work with an influencer who has a large following as it increases the likelihood of reaching a more extensive audience and impacting your brand positively.
2. Myth: Influencers are always reliable
This is not the case as some influencers are unreliable or even fake. Thorough research is essential before working with an influencer to ensure that they have a good reputation and are trustworthy. Your influencer marketing strategy’s success is just as crucial as your influencer’s reliability.
3. Myth: The content you’re promoting has to be high quality, however!
This isn’t always true. Some brands have been successful in promoting lower-quality content, provided that it’s relevant and interesting to their target audience. Nonetheless, promoting high-quality content is always better to maintain a positive perception of your brand.
4. Myth: You have to pay influencers a lot of money
This isn’t always true either, because some influencers are willing to work for free or for a lower fee if they believe in your brand. However, offering competitive compensation is essential to attract the best influencers and ensure the success of your influencer marketing strategy for the campaign.
5. Myth: Influencer marketing is easy
This is not the case. Building the best influencer marketing strategy can be difficult and time-consuming. Moreover, planning an influencer marketing strategy requires judgement at its finest. It’s important to do your research and to be prepared for the work that’s involved. However, the effort is worth it if you’re able to achieve success with your influencer marketing campaign.
Influencer marketing can be tricky, but it’s worth it if you do it right. Products that failed in the market are not a result of negligence but the lack of the right judgement. Avoid These Influencer Marketing Fails by taking the time to find real, reliable influencers with large followings. Also, be sure to offer competitive compensation and promote high-quality content.
There are several top influencer agencies in the market. However, an agency can help you with all these and much more is at the disposal of your hand. If you are on the lookout for help with your influencer marketing strategy, 12 channels is a great place to start.
We have a large team of experienced professionals who can help you with all aspects of your campaign, from finding influencers to promoting your content. Contact us today to learn more about how we can help you achieve success with your influencer marketing strategy and campaign.