16 Influencer Marketing Mistakes You Should Avoid in 2023

Influencer marketing has become a powerful marketing method, yet it is easy to make mistakes, both as a company and as an influencer. The influencer industry continues to grow, develop and become more efficient. Many brands use this type of marketing in their marketing mix, both to build a brand and to drive pure sales.

Influencer marketing is quickly becoming the go-to strategy for brands trying to reach their target customers. As an effective way of achieving organic reach, influencer marketing is an effective tool for advertising and promoting products and services. However, as with any marketing strategy, there are certain mistakes to avoid when it comes to influencer marketing. In this article, we’ll discuss the most common influencer marketing mistakes that brands should avoid. 

Influencer Marketing Mistakes to Avoid

1. Do not forget clear goals

Even if influencers market themselves in a more creative and different way, one must not forget that the goal of marketing is at least as important. At the same time, it must differentiate the brand, what they stand for, and have visions for.

2. Choose your influencer with care

It is important for you as an entrepreneur that it should feel right with the person who will present your brand and products. It is required that the influencer understands and has similar values, goals, and the right core customers to reach the target group you want to influence.

3. The influencer campaign must be delivered with concrete facts and clarity

Depending on what kind of company and how big the campaign should be, you need to adapt your content accordingly. Therefore, it is extremely important that the company has been clear about how the brand should be marketed. By structuring and setting goals before the campaign is carried out, it is made easier for both the company and the influencer, then they can contribute with cruel marketing efforts that make the company grow.

4. Have your contracts in place!

A contract protects both the influencer and the brand from any misunderstandings, errors, and failures. It also clarifies expectations and reduces confusion and lack of communication. If you have a missing or incorrect contract, it can lead to the brand being damaged or campaigns being indebted. It is important to keep track of which laws and regulations apply to both you as a company and the influencer. Read more about how to always advertise correctly and legally here!

5. Influencer marketing mistakes – Lack of influencer personas

The importance of choosing the right influencer is more important than the person only having many followers on their social channels. It should be right, it should appeal to your target group and customers should be able to relate to the person you have chosen to influence them. They have the same pain points. Who do your customers turn to when looking for guidance?

6. Too much focus on sales

You definitely want the influencer to generate sales but there are other important factors that will meet your goals. Never judge solely on how much sales your campaigns succeed in generating! Equally important is that the influencer contributes to enormous brand awareness, you also get very good material to share on your social channels. Posts along with influencers will contribute to product awareness and increase traffic to your site.

7. Insufficient knowledge

It is you as a company who have an obligation to provide good and factual knowledge about the brand to the influencer. Be clear, have examples of what the campaigns should look like, which hashtags you want the person to use, and perfect brand history. That way, the influencer can more easily get the perfect experience for your customers.

8. Not leaving room for creativity is a big mistake

As we also mentioned above about how important clarity is, it is just as important to let the influencer be creative and incorporate your products in an easy way into their everyday lives. Trust that the influencer has control over your brand and target group and let the person create authenticity and trust in your customers.

9. To see influencer marketing as a one-time campaign

If you want to achieve success by using an influencer as marketing, you must make sure to collaborate with the influencer for longer than just a one-time campaign. It creates greater trust if it is the same person who recommends your different products and who the customer can follow for a longer period.

10. Plan themes

For each campaign that is to be created, the brand needs to be clear about which theme and strategy are to be used. Direct the theme to the product you want to highlight and what exactly it should radiate for the message. This is how you can achieve a result you are proud of and the influence clearly knows what you as a company are looking for.

By keeping track of where the biggest pitfalls are, there are good conditions for you to succeed with your influencer marketing. If you have these 10 tips with you in mind when choosing your influencer, they will lead to a so-called CTA (call to action), that the message actually leads to action!

If you, as a company, place great emphasis on the preparatory work and give the influencer the knowledge required, it benefits you and your brand. At the same time, the influencer will want to build a relationship with your brand and take on more collaborations.

11. Not Having Clear Goals

One of the major mistakes that brands make when it comes to influencer marketing is not having clear goals. It’s important to be clear about what you want to achieve from your influencer marketing campaigns. Are you looking to increase brand awareness, or are you trying to drive more sales? By being clear about your goals from the outset, you can ensure that you’re setting yourself up for success.

12. Not Doing Proper Research

Another mistake that brands often make is not doing proper research when it comes to choosing the right influencers for their campaigns. It’s important to do your due diligence and research the influencers you’re considering working with. Make sure to look at their engagement rate, their audience demographics, and other relevant metrics that can help you determine if they’re a good fit for your campaign.

13. Not Having a Clear Strategy

When it comes to influencer marketing, it’s important to have a clear strategy in place. Failing to have a plan can lead to a lot of wasted time, effort, and money. Before you start working with influencers, you should have a clear plan for how you’ll reach your goals.

14. Not Negotiating the Right Terms

When it comes to working with influencers, it’s important to negotiate the right terms for your campaign. Make sure to discuss pricing, payment terms, and other details before you start working with influencers. Negotiating the right terms will ensure that you’re getting the most out of your influencer marketing campaigns.

15. Not Measuring Results

It’s also important to measure the results of your influencer marketing campaigns. By tracking key metrics such as engagement, clicks, and conversions, you can ensure that your campaigns are achieving the desired results. This will help you optimize your campaigns and ensure that you’re getting the most out of your influencer marketing efforts.

16. Not Investing Enough

Finally, it’s important to invest enough in your influencer marketing campaigns. There are a lot of costs associated with influencer marketing, such as fees for the influencers, and it’s important to make sure you’re investing enough in order to see the desired results.

Commonly asked questions

What is the number one mistake that influencers make?

The number one mistake that influencers make is failing to set clear goals for their campaigns. Influencers are often expected to have a broad reach and engaging content, but without having a specific goal or purpose in mind, it is difficult for influencers to effectively measure their success. Many influencers think that the number of followers or likes they have is the most important metric and forget to put in place a clear strategy to reach their goals. Without a plan, influencers can become overwhelmed and confused about how to achieve success and may not have the necessary resources or tools to measure their progress.

It is important for influencers to set realistic and achievable goals that are specific and measurable. This will help them focus their efforts and give them clear direction. Goals should also be set with a timeline in mind so that influencers can track their progress over time. Setting goals helps influencers stay on track and keep their campaigns on the right path. In addition to setting goals, influencers should also think about the audience they want to reach. Without taking into consideration the audience they are targeting, influencers won’t be able to effectively engage with them.

Influencers should think about what kind of content would be most successful and create content that is tailored to their target audience. Knowing their audience will also help influencers create a strategy that is tailored to their specific needs. Finally, influencers should also think about ways to measure their success.

Tracking metrics such as followers, likes, shares, and engagement will help them determine what kind of content is resonating with their audience and can be adjusted accordingly. In summary, the number one mistake that influencers make is failing to set clear goals and have a plan to reach them.

Without setting reasonable goals and understanding their audience, influencers can quickly become unfocused and overwhelmed. By setting goals, understanding their audience, and tracking the results of their campaigns, influencers will be able to measure their success and adjust their strategies as needed.

What are the disadvantages of influencer marketing?

Influencer marketing is a form of advertisement that uses influential people as a form of brand endorsement. It is a form of marketing that has become increasingly popular in recent years, as businesses look for new and innovative ways to reach their target audience. However, influencer marketing does come with some disadvantages.

One of the main disadvantages of influencer marketing is that it can be difficult to measure the success of campaigns. It can be difficult to track how many people have seen the post, how many people have interacted with it, and how many people have been influenced by it. This is because influencers often have a large and diverse audience, so it’s hard to tell who is actually being influenced by the post. This makes it difficult to determine whether the campaign was successful or not. Another disadvantage of influencer marketing is that it can be expensive.

Influencers usually charge a fee in exchange for their services, and this can add up quickly. Additionally, influencers often have strict requirements for their posts, such as having to include specific hashtags or links, which can also add to the cost. Finally, influencers are only human and are subject to the same mistakes and misunderstandings as everyone else.

They can make mistakes when promoting a product or service, or they can post something that is offensive or inappropriate. This can be damaging to a brand’s reputation and can lead to a loss of customers. In conclusion, influencer marketing can be a powerful tool for businesses, but it does come with some drawbacks.

It can be difficult to measure the success of campaigns and it can be expensive. Additionally, influencers can make mistakes that can damage a brand’s reputation. While influencer marketing can be a great way to reach a target audience, businesses should be aware of the risks associated with it.

What is one of the biggest challenges for influencer marketing?

The emergence of influencer marketing has revolutionized the way brands reach their target audience and create meaningful connections with potential customers. However, despite the numerous benefits of influencer marketing, there are still several challenges associated with it.

One of the biggest challenges of influencer marketing is the difficulty of measuring its true impact and effectiveness. Since influencer marketing is a relatively new and ever-evolving form of marketing, there are no established metrics to measure its success.

This makes it difficult for brands to track the progress of their influencer campaigns and determine whether or not they are achieving their desired results. Furthermore, it is difficult to measure the return on investment that is associated with influencer marketing, as the cost of each campaign can vary significantly depending on the influencer and the type of content produced. Another challenge of influencer marketing is finding the right influencers to work with.

While there are many influencers out there, it can be difficult to determine which ones can best help promote your brand and engage with your target audience. Additionally, influencers may not always be willing to work with certain brands due to personal preferences or other factors. Finally, influencer marketing is also subject to a certain degree of fraud.

Since influencer marketing is largely based on trust and relationships, there is a risk of fraudulent activity, such as fake followers and reviews, which can be damaging to a brand’s reputation. Therefore, it is important to take appropriate measures to ensure that any influencers you work with are authentic and trustworthy. Overall, influencer marketing is an effective way for brands to reach their target audience and create meaningful connections. However, it is not without its challenges, and brands must be aware of these to ensure they are able to effectively and efficiently use influencer marketing to their advantage.


Influencer marketing is an effective tool for brands looking to reach their target customers. However, it’s important to be aware of the most common mistakes to avoid when it comes to influencer marketing. By avoiding these common mistakes and having a clear plan in place, you can ensure that your influencer marketing campaigns are successful.

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