This week we’ll talk about the dangers of influencer marketing, Facebook’s new creator incentives, and social platform stats to help you decide where to focus your brand. If you missed last week’s issue you can find it here.

6 Dangers of Influencer Marketing

Often considered one of the most useful marketing tools today, influencer marketing still has a dark side. Here are six things to watch out for. You can read the full article here.

The TL;DR

  1. Instagram Influencer Engagement is Reaching an All-Time Low: Influencer marketing is a crowded field these days, and many users are growing weary of the constant bombardment of brand messages. Social media fame is also fleeting – the biggest influencer today may be obscure tomorrow. It is better, then, to focus energy on micro and nano influencers who have a niche, but passionate, followings that are likely to actually want the products being shared. Look for communities, not follower counts.
  2. Inauthentic Partnerships and Content: Influencers, especially large ones, constantly push products that their followers may know they aren’t really invested in. Though it is difficult to measure true authenticity, it’s much better to find influencers who already love your products rather than using someone who has little interest in what you offer. In the same vein, give your influencers freedom over how they share your products – you’re hiring them for the community they built, not one that you did.
  3. FTC Regulations: The FTC has been cracking down on transparency in influencer marketing in recent years, for this reason, you should ensure that your campaign follows all regulations.
  4. Morality Conflicts: Back when Logan Paul filmed his infamous suicide forest video, brands scrambled to get out of contracts with him. This story keeps happening over and over again with various influencers across a variety of verticals. Make sure that your contracts allow you to cut ties with an influencer if they do something that goes against your brand values. You should also be careful of who you work within the first place – assess the risk versus the reward to find the right fit for your brand.
  5. Follower Farms: On more than one occasion it has been found out that many of the followers of a particular influencer were fake. Before you work with someone, check their follower to engagement ratio to see the likelihood of followers being fake. You can also use tools like HypeAuditor or IG Audit to scan followers for bots.
  6. Ethical Implications: Influencer marketing is a new field, so there’s a lot of trial and error yet to be done. Be careful not to treat your influencers as commodities. You should also be mindful of how impressionable their audiences are and what you’re trying to get them to sell. Influencers may have chosen this career path, but we do need to be mindful of the hard work they put into it.

Facebook Add Monetization Options to Draw Creators

Facebook is no stranger to copying competitor behavior, and their latest monetization updates are no exceptions. Get the details below and read the full story here.

The TL;DR

50 Social Media Stats to Direct You to the Right Platform

Every brand has a few platforms that are perfect for it. How do you find yours? The stats in this infographic should help. You can see more here.