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Are you using influencer marketing to promote your business? Although using celebrities and authorities to promote businesses has been around for as long as celebrities have existed, social media influencer marketing is still a relatively new practice—which means making some mistakes is unavoidable.

In this article, I'm going to share three common influencer marketing mistakes to avoid.

1. Focusing on the Numbers Instead of the Quality

One of the biggest and most common mistakes made with social media influencers is focusing on numbers and other vanity metrics to choose influencers, rather than their quality.

The idea seems sound: The more followers an influencer has, the bigger they are, right? It means that they can reach a much larger audience, which, in theory, means that you should also get more results, simply because the message will be heard by more people.

But, the harsh truth is, that is not necessarily the case; just because someone has hundreds of thousands of followers on social media doesn't necessarily make them a true influencer.

In fact, many marketers and businesses are now gravitating more toward micro-influencers (influencers with under 100,000 followers or fans) because, even though they don't have many followers, and therefore that big of a reach, they can actually be more effective than using someone who has a large following but whose followers aren't engaged.

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Lilach Bullock is a social media marketing consultant, trainer, and highly regarded speaker.

LinkedIn: Lilach Bullock