Top 10 Mistakes When Choosing an Influencer and How to Avoid Them
Influencer marketing can deliver a much higher ROI than traditional ads. Yet, many brands make mistakes: choosing by follower count, ignoring engagement, neglecting audience checks, or working without contracts. This article highlights the Top 10 mistakes and practical tips to avoid them.
In today’s digital era, influencer marketing has become one of the most powerful tools for brand promotion. Studies show that influencer campaigns can generate 5–6 times higher ROI compared to traditional advertising — but only if done right.
Many brands still make common mistakes that lead to wasted budgets, time, and even reputational damage. This article highlights the top 10 mistakes and how to avoid them.
1. Choosing influencers only by follower count
A large following doesn’t guarantee real reach. Many followers may be inactive or fake.
How to avoid: focus on engagement rate and audience quality, not just numbers.
2. Ignoring engagement rate
Low engagement shows the audience is not interested.
How to avoid: calculate ER and aim for >2–3% on Instagram and TikTok.
3. Mismatch between influencer’s audience and brand’s target
Promoting skincare for older women through a teenage blogger won’t work.
How to avoid: check demographics (age, gender, location, interests).
4. No contract or clear brief
Verbal agreements often lead to misunderstandings.
How to avoid: sign contracts and set clear briefs (timelines, hashtags, KPIs).
5. Ignoring influencer’s reputation
Scandals or toxic behavior can harm your brand.
How to avoid: research past collaborations, press coverage, and values alignment.
6. Lack of clear goals and KPIs
Without goals, success cannot be measured.
How to avoid: set SMART objectives and track them via analytics and UTM tags.
7. Over-controlling the content
Forcing influencers into rigid scripts makes content look fake.
How to avoid: give them creative freedom within agreed messaging.
8. Working only with big influencers
Top influencers are expensive and often have low ER.
How to avoid: diversify across nano, micro, and macro influencers.
9. Not analyzing results after campaigns
Without analysis, mistakes will be repeated.
How to avoid: track results via Google Analytics, native insights, and post-campaign reports.
10. Ignoring legal requirements
Unlabeled ads (#ad, #partnership) reduce trust and may create legal risks.
How to avoid: always mark collaborations and follow Moldovan advertising regulations.
Conclusion
Avoiding these mistakes will turn influencer marketing into a powerful growth driver for your brand. Start small, test, and scale what works.
