Overrated Aspects of Influencer Marketing Agencies

People are spending increasing amounts of time on social media, and as they do, we can see different platforms rise and fall. Businesses have noticed these trends and have found a way to capitalise on trending interests.

Influencer marketing has grown significantly over the last few years as brands look for alternative ways to reach and engage their audiences.

The explosion of social media and influencers has also seen increases in influencer marketing consultants and agencies. The best influencer marketing agency can make the process of influencer marketing easier, even for companies that have never used this type of strategy before.

However, not every influencer marketing agency is worth partnering with. Some people or businesses will jump on the bandwagon whenever something becomes popular fast. So you may come across some consultants and agencies that don't know how to elevate your influencer marketing campaign.

So how can you tell the difference between the best influencer marketing agency and the rest?

Things to avoid

Sometimes agencies list services or qualities that sound great but don't mean that much. Unfortunately, it can be hard to know what is overrated and what matters if you aren't familiar with the world of influencer marketing. To help with this, we've crafted a quick list of over-hyped influencer marketing things.

• They're all about the audience. Don't get us wrong, because an audience is essential. Without an audience, your brand won't be reaching anyone. But be wary of an influencer marketing consultant or agency who only speaks about the size of different influencers' audiences. A large audience is useless if an influencer has no influence, i.e., power to make their viewers act.
• If it sounds too good to be true, it probably is. It's becoming increasingly common to see influencers promoting something that just doesn't feel genuine. The best thing about influencer marketing is that people trusted their favourite influencers and were willing to act on the items and services they recommended. You don't see the same results when a brand and influencer don't match. So, be cautious if you are speaking to an agency and they claim they have tons of influencers that would be a perfect match (especially if your product or service is more niche).
• Advocacy. Your agency and brand must understand that you won't get something for nothing. An influencer simply talking about your product may make their audience aware of it, but it won't necessarily translate into them wanting to buy it. You need an influencer that can speak about your brand with passion and who will dedicate time to creating interest and desire. To achieve this, you will need to consider compensation. A lot of investment won't make a successful campaign, but too little could prevent yours from ever taking off.

Of course, these aren't the only things to look out for, but they are good indicators. So keep an eye out for these things, and you'll be one step closer to finding the best influencer marketing agency for your brand and campaign.

If you want to find out more and discuss your options with an industry expert, contact Surpass Agency.