6 Influencer Marketing Myths

Detch Singh
Jul 22, 2017 · 4 min read

Over the last six to 12 months, a number of new influencer marketing businesses have entered the industry, each offering their own slant on how campaigns should be run. For industry people looking to get more value out of their digital strategy, exactly what is best practice when it comes to running an effective influencer marketing campaign can still be vague. Let’s clear up some of the biggest myths around influencer marketing.

Myth #1. Influencer marketing is just another form of media buying

The most effective influencer marketing campaigns that we’ve seen on Hypetap involve the art and science of authentic content creation. They are produced as a result of true collaboration between the brand or agency and the influencer who knows their audience well, backed up by analytics and good workflow management and reporting tools to ensure campaigns run smoothly.

Myth #2. Most influencers are happy to work for product

There is no denying that it is important to find influencers who can genuinely connect with your brand’s offering and become authentic advocates. But it also takes time and effort to create content that is of high quality and it’s important to factor that in.

Influencers are increasingly realising that their time and their reach has the ability to generate significant media value for brands. As a result, they are being seen as professional publishers who are paid for their time, creativity and reach.

Myth #3. Influencer marketing is about you as a brand

Think about ongoing relationships and how you can build advocates and ambassadors for your brand rather than viewing them as a digital billboard.

Myth #4. It’s all about the numbers

Myth #5. A fast campaign is a good campaign

Instead, look at how efficiency will contribute towards creativity and ultimately result in cut through by giving you more time to spend on idea and content generation. Unless there is a very short timeline, which can be expedited by technology, how quickly a campaign is executed tells you nothing about its success. The only benefit to the brand is that they spent less time on execution.

Myth #6. You can price an influencer based on their following alone

Although we look at complex data sets to optimise pricing internally, at a very basic level pricing an influencer’s work should be:

Media value (their influence) + an additional sum for how involved the brief is (their time) + what kind of ownership rights you want on their content

Incorporating influencer marketing into your campaign strategy can be a cost effective way to achieve strong reach, engagement and cut through. So take the time, consider your options and think about what will not only help your brand in the short term, but also later down the track.

This article was also published in AdNews

Hypetap

Hypetap connects brands and agencies with a powerful network of hand-picked influencers, producing high quality original content for truly engaged audiences.

Detch Singh

Written by

Co-Founder & Co-CEO at Hypetap

Hypetap

Hypetap

Hypetap connects brands and agencies with a powerful network of hand-picked influencers, producing high quality original content for truly engaged audiences.

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