Common Issues Faced by Influencers, How to Solve Them

There is a remarkable rise of influencer marketers and influencer marketing platforms. But, when anything in this world grows, the pros and cons would come with it.

In the case of influencer marketing, everyone is facing the issue and trying to figure out the way out of it. Many times, platforms, influencers and brands face issues satisfying their audience. But, when it comes to influencers, they face the most challenges from both marketers and platforms. As they are the front face for them and they have to make sure that they provide the most effective and efficient content to their audience.

Here are some of the common and upcoming challenges for the influencers and solutions to get the most out of the platforms they are dealing with.

Targeting audience

When someone is on the journey of becoming an influencer or is trying to grow their influence in the market, they always start with selecting a niche for them. But, that does not mean they are bound to any kind of box and cannot go out of their way.

While most of the influencers start working with their own niches like fitness, food, travelling & lifestyle, comedy sketches and many more. But, at some point, they get carried away with some of the trends going on in the market and end up getting into controversies and decline in follower counts.

Read more: How to grow your influence as an influencer!

The Insights

Insights play a significant role in influencer marketing. Not only for brands who are promoting, but influencers also take the benefits from insights and data they get.

But, most of the platforms give limited data to the influencer to work with. For example, impressions, engagement rates and link clicks are widely accepted data. Along with that, only a limited number of platforms give data for audience demographics, which campaign is bringing more juice on the profile and ROI data to the users. Plus, most of them keep the data for a limited time only.

Thus, a third-party data tracking platform or service can help here. Historical campaign insights and old data can be retrieved at any time and in various matrices to help both brand and influencers to gain benefits. In today’s world, the number of followers does not matter, thus other matrices would help!

No proper ROI measurements

Unlike traditional targeted marketing campaigns, influencer marketing campaigns do not directly work with the monetary calculations. Influencers might give you brand awareness, content & content strategy, great partnerships and purchase options in return with the brands’ investments in them.

But, measuring ROI from influencer marketing campaigns is not easy. What brands get in return stays in a questionable state. For example, awareness per amount of money, sales per engagement or even long-term returns. Thus, blockchain-based influencer marketing campaigns would work the best in such cases. This would allow tokenization with respect to the campaign impressions and engagements, making the way to calculate the ROI more efficiently!

Visibility to brands

For each influencer who wants to monetize their feed and content, the biggest challenge becomes to gain visibility in the market and with the brands working in this department. If brands cannot notice suitable influencers to work with their influencer marketing campaign, then there is no meaning of running expensive campaigns with non-suitable influencers.

Thus, AI-based smart influencer search tools would come to help for brands. These platforms would come with features like smart-select and features to select like estimated post reach, average engagement rates, audience demographics and many more to choose from!

Variation in reach for each campaign & influencer

For every platform, reach would vary for each and every campaigns and influencer. For example, if influencer A and B have the same amount of followers in their accounts, the same campaign would give them different reach and brand message.

Whereas factors like previous campaign data, average engagement rates, influence with the audience could affect the reach. Thus, this inconsistency in reach would affect the influencers and their collaborated brands while running the campaigns.

Content creation & freedom of creation

While most of the brands try their hands on influencer marketing, they forget that they have to make sure that the brand message gets integrated with the influencer’s content delivery style. Sometimes, brands ask influencers to post the content directly provided by them, making the campaigns ineffective. Thus, content creation freedom should be awarded to the influencers and content creators to make sure that the brand message gets delivered properly without decreasing the authenticity and quality of the influencer.

Another issue most of the content creators face is about getting content approved from the brands once they create it. With continuous feedback loops and properly discussed deliverables, this issue can be solved.

Getting contracts

Once the visibility is achieved for the influencers, the next thing is getting contracts. But, getting contracts is difficult. Price negotiation, terms selection, campaign goals and other communications becomes tough as soon as you grow your influence in the market.

Once industry people and brands are interested in promoting their products and services with your profiles, they would start approaching you via various mediums. But, you have to make sure that the brands approaching you are genuine and have proper background with them. Random brands would not end up wasting a lot of time as well. If you are promoting animal cruelty-free products or vegan products, you have to make sure that the brand is not promoting the things against your niche.

So, getting approached for contracts is one thing, getting and signing up one is a different difficulty!

Payment delays

Just like any other company or organization, influencers have to go through payment delays and payment insolvencies as well. To reduce this gap, Blockchain-based platforms like Spreadd can come to help.

Blockchain-based platforms basically store payments from brands in a middle-wallet and once the influencers finish the contract agreements, they automatically transfer them into their accounts. This makes sure that payments go on time and gets distributed property as per the campaign agreements get finished.

The wall of FAKE followers

Platforms and influencers are already facing issues about fake followers since very long. Fake followers not only help their competitors but they also reduce the credibility of platforms. With fake followers, engagement rates and impressions get very vague data, resulting in non-transparent campaign insights.

Also, with a bulk amount of fake followers, ‘fake-influencers’ might get rewarded with brand promotion contracts, but the end result would worsen the relationship with other influencers and brands as well. To fight fake followers’ issues, most of the social platforms are making rules strict and continuously taking actions against such things, though only time will tell how this issue would get solved!

People recognized advertisements

Many countries have introduced rules on social media platforms that influencers are required to tell their followers about their brand collaborations and publicly announce their tie-ups on every post done with a brand.

Thus, it makes it difficult to introduce brands in their campaigns without letting their followers know about it. But, on the bright side, it would add authenticity to the campaign and this transparency would help in the long run.

Conclusion

As the influencer marketing concepts and brand collaborations would grow, the complexities and issues coming towards the influencers and brands would keep on increasing.

Thus, automating the process and making the ecosystem agile would work for all. Using the most out it would solve many problems. Visit spreadd.io to know more!