Whether you agree or not with how @influencerglassdoor has decided to rip the veil off the influencer world, the most interesting outcome is how submissions have also unveiled a lack of marketing and PR savviness in the crowd.
One of the key issues with influencer marketing today, is the very real problem of investing in an unknown quantity. This is precisely the reason why the account has gotten such traction: People want to know what they’re buying into. Which brings us to this really odd post on the account…
So.. let’s say this is true. Then as a marketer: WHY DIDN’T YOU USE SOCIAL BLADE IN THE FIRST PLACE!? As someone buying media, it’s your job to protect your company and do due diligence. You must do the following before you leap into the fray:
- Go read the comments
- Check their followers
- Read their blogs
- USE SOCIALBLADE!
If you didn’t, you don’t have a right to call people names. It’s entitled, and frankly exposes your laziness. Which brings me to the next post…
Who told you that you would be entitled to an announcement during the wedding? If you asked for an extra (this is definitely an extra), and it didn’t happen, it isn’t rude.
Here’s how your brand endorsement works:
- Make an agreement on your entitlements and what you’re going to give.
- Stick to it, and make requests for extras without expectations.
- Hold influencers accountable only to what you agreed on before, not what you want after.
Not going above and over isn’t “rude”, and while you might want to reconsider working with that person later on, it’s incredibly unwise to knock someone down for not giving you an endorsement.
But what happens when influencers fail your brand? Like this one…
First things first: Do not let your inferiority complex take over.
Influencers are not perfect, and they’re bound to screw things up at some point or other. What you need to do is recognise that you’re smaller, and set boundaries. Make it a point to tell them exactly what you want, and how you want certain things to be done, before you engage them.
If they can’t live up to the standard after they agreed to it, then you hold them accountable. If you didn’t do your homework, don’t complain.
But let’s say the influencer is really… really in the wrong, like this case…
Learn to limit your losses, and spread your risks. With influencers, especially those that do not come under a managed agency, do the following:
- Negotiate for partial payment before and after job is done.
- Work with multiple influencers, don’t focus your budget on one person.
- Have a contract, and be willing to ask for edits to their contract.
- Have face time with the influencer before you engage them.
- Be willing to walk away from a deal, no matter how sweet.
When it’s all said and done, remember: Be detailed, be open, don’t be cowed by celebrity influence, and always do your homework.
As for the influencers complaining about this account? You’ll be fine and this will pass.