Choosing the wrong influencer
Posted: Sat Dec 28, 2024 8:54 am
ollaborating with a “ghost” One of the most common mistakes is choosing an influencer who does not match your brand values. This is especially important in the context of the war in Ukraine, when society is in a state of heightened tension and exhaustion, and hate or censure can begin instantly. An example from world practice: Collaboration between Cristiano Ronaldo and Facial Fitness Pao. Facial Fitness Pao is a Japanese facial exerciser designed to strengthen facial muscles. The brand enlisted Cristiano forex dataset Ronaldo for the advertising campaign, which caused confusion and misunderstanding among its fans. The campaign seemed strange, as Ronaldo, known for his sports career, was not associated with this type of product.
The advert became comical, and the audience reaction was mixed, many did not see the logic in his participation, which led to a mismatch between the ambassador and the brand. How to avoid this mistake? Before signing a contract, analyze the influencer's content, audience, and values. Do they match yours? Use specialized platforms to evaluate the blogger's audience and content. Checklist: Don't rely solely on the number of followers. A larger audience doesn't always mean a greater impact. Analyze a blogger's commercial content: how many views and reactions did their promotional posts receive compared to their regular content. Calculate the average cost per view (the ratio of the cost of cooperation to the average number of views of its commercial content).
2. Fake Audience: Falling into the Trap of “Zombie Followers” Another marketing horror is collaborating with influencers who have a lot of fake or inactive followers. Such accounts are often called “zombies” because they exist, but they don’t bring any benefit – neither attraction nor sales. The brand invests money in the campaign, but receives empty curses and comments from bots. Источник:
The advert became comical, and the audience reaction was mixed, many did not see the logic in his participation, which led to a mismatch between the ambassador and the brand. How to avoid this mistake? Before signing a contract, analyze the influencer's content, audience, and values. Do they match yours? Use specialized platforms to evaluate the blogger's audience and content. Checklist: Don't rely solely on the number of followers. A larger audience doesn't always mean a greater impact. Analyze a blogger's commercial content: how many views and reactions did their promotional posts receive compared to their regular content. Calculate the average cost per view (the ratio of the cost of cooperation to the average number of views of its commercial content).
2. Fake Audience: Falling into the Trap of “Zombie Followers” Another marketing horror is collaborating with influencers who have a lot of fake or inactive followers. Such accounts are often called “zombies” because they exist, but they don’t bring any benefit – neither attraction nor sales. The brand invests money in the campaign, but receives empty curses and comments from bots. Источник: