How do influencer collaborations affect brand image?

Influencer collaborations have become a popular marketing strategy for businesses all around the world. They help in increasing brand awareness and driving customers towards a business. However, influencer collaborations have now become an industry of their own. The market is getting highly saturated with more and more creators becoming influencers. This begs the question, how do influencer collaborations affect brand image?

In this highly detailed and comprehensive article, we will break down the different aspects of influencer collaborations and how they can affect brand image. From the advantages and disadvantages of influencer collaborations to dos and don’ts when collaborating with influencers, we have got everything covered. Continue reading to get a better understanding of how influencer collaborations impact brand image.

The Advantages of Influencer Collaborations

Influencer collaborations come with their fair share of advantages. Not only can they help in increasing brand awareness, but they can also help in driving sales and improving customer engagement. Here are some of the advantages of influencer collaborations:

1. Increased Reach

The main advantage of influencer collaborations is that it gives brands access to a wider audience. Influencers have a highly engaged following of people who trust their opinions and value their recommendations. This means that if an influencer collaborates with a brand, the brand can tap into the influencer’s audience and reach people they may not have been able to reach on their own.

2. Authenticity

Influencer collaborations also help in giving a brand authenticity. Customers these days are bombarded with ads everywhere they go. They are becoming increasingly aware of when they are being sold to. A collaboration with an influencer helps in adding authenticity to a brand’s message. Since influencers have an engaged following, their audience trusts them and is more likely to trust recommendations made by them.

3. Increased Sales

Influencer collaborations can also lead to an increase in sales. Since influencer collaborations increase brand awareness and add authenticity to a brand’s message, it can lead to an increase in sales. Customers who trust influencers are more likely to make a purchase if an influencer recommends a product. In fact, according to a survey conducted by Influencer Marketing Hub, 63% of customers have purchased something recommended by an influencer.

The Disadvantages of Influencer Collaborations

While influencer collaborations come with their advantages, they also come with their fair share of disadvantages. From fake followers to not following regulatory guidelines, there are several things that can go wrong with influencer collaborations. Here are some of the disadvantages of influencer collaborations:

1. Fake Followers and Engagement

One of the biggest disadvantages of influencer collaborations is the issue of fake followers and engagement. With influencer marketing becoming a billion-dollar industry, it’s no surprise that some influencers are taking shortcuts to appear more popular than they actually are. This can lead to brands spending a lot of money on a collaboration that doesn’t actually reach the people it was intended for.

It’s important for brands to do their research and verify an influencer’s following before collaborating with them. One way to do this is by checking the influencer’s engagement rate. If an influencer has a large following but a low engagement rate, it could be a red flag.

2. Not Following Regulatory Guidelines

Another disadvantage of influencer collaborations is that some influencers don’t follow regulatory guidelines. Brands need to be aware of the Federal Trade Commission’s (FTC) guidelines for influencer collaborations. These guidelines state that influencers must disclose any sponsored content they post on their social media channels. Failure to do so can result in fines for both the influencer and the brand.

3. Lack of Control

When collaborating with an influencer, the brand is essentially giving up control over the content that is being created. This can be a disadvantage for brands that have a highly specific image and/or message they want to convey. It’s important for brands to communicate their expectations with influencers before collaborating with them to avoid any misunderstandings later on.

The Dos and Don’ts of Influencer Collaborations

Now that we have covered the advantages and disadvantages of influencer collaborations, let’s talk about some dos and don’ts when it comes to collaborating with influencers:

Dos:

1. Choose the Right Influencers

When collaborating with influencers, it’s important to choose the right ones. Brands should choose influencers whose values align with their own and whose audience matches their target audience. It’s also important to choose influencers who have an engaged following and a high level of authenticity.

2. Have a Clear Contract

When collaborating with influencers, it’s important to have a clear contract outlining the expectations and responsibilities of both parties. The contract should state what content the influencer will create, the timeline for the collaboration, and how much the influencer will be paid (if applicable).

3. Follow Regulatory Guidelines

To avoid any fines or legal issues, it’s important for brands to follow regulatory guidelines when collaborating with influencers. This means that influencers should disclose sponsored content and brands should not make false claims about their products.

Don’ts:

1. Buy Followers or Engagement

Brands should not collaborate with influencers who have bought their followers or engagement. This can lead to a waste of money and a lack of results. Brands should always do their research and verify an influencer’s following and engagement rate before collaborating with them.

2. Be Too Controlling

While it’s important to communicate expectations with influencers, brands should not be too controlling over the content that is being created. This can lead to a lack of authenticity and a negative impact on the brand’s image.

3. Only Focus on Numbers

Brands should not only focus on an influencer’s following and engagement rate when deciding whether or not to collaborate with them. It’s important to also consider the influencer’s values, authenticity, and ability to reach the brand’s target audience.

Conclusion

In conclusion, influencer collaborations can have a positive impact on a brand’s image if done correctly. They can lead to increased brand awareness, authenticity, and sales. However, it’s important to be aware of the potential disadvantages such as fake followers, not following regulatory guidelines, and a lack of control over the content being created. By following the dos and don’ts of influencer collaborations and choosing the right influencers, brands can successfully collaborate with influencers and improve their overall brand image.