The Biggest Mistakes Brands Make with Influencer Marketing (And How to Avoid Them)
Influencer marketing has evolved past its “wild wild west” days. Now in its adolescent stage, it’s more structured, measurable, and—when done right—highly effective. But even as brands invest more into influencer collaborations, I’ve seen my fair share of mistakes that cost businesses money, credibility, and results.
If you want influencer marketing to work for your brand, you need to approach it with strategy, intention, and a solid process. Here are the biggest mistakes I see brands making—and how to avoid them.
1. Not Negotiating
A common misconception is that influencer rates are set in stone. They’re not. Many influencers are open to negotiation, especially if you offer long-term partnerships, additional perks, or creative freedom. However, negotiation isn’t just about getting a lower rate—it’s about ensuring both sides feel valued. Approach it as a collaboration, not a transaction.
💡 How to fix it: Be upfront about your budget but flexible in your approach. Consider value beyond money, such as gifting, affiliate programs, or exclusive brand perks.
2. Not Having a Process
Too often, brands dive into influencer marketing without a clear system in place. They reach out to influencers, send products or payment, and hope for the best. That’s a recipe for wasted time and money. Without a defined process, campaigns can get messy, deadlines are missed, and tracking ROI becomes impossible.
💡 How to fix it: Create a structured influencer program. Define your outreach strategy, content guidelines, timelines, and reporting system. A well-organized process leads to better collaborations and more substantial results.
3. Exercising Too Much Creative Control
I get it—you want your brand represented in the best light. However, micromanaging influencers by forcing scripted captions, rigid messaging, or overproduced content kills authenticity. Influencers know what resonates with their audience. If you strip them of their voice, engagement will suffer.
💡 How to fix it: Set brand guidelines but give influencers room to create in their style. Provide key messages, but let them craft the storytelling. Trust their expertise—they know what works.
4. Not Following Up and Guiding Influencers from Start to Finish
A major mistake brands make is treating influencer partnerships as one-and-done deals. They send a product, expect a post, and move on. But strong influencer relationships require more than a single touchpoint. Influencers need support, guidance, and sometimes a little nudge to stay on track.
💡 How to fix it: Keep communication open. Set clear expectations from the start, provide check-ins, and follow up post-campaign to evaluate performance. If an influencer delivers well, nurture that relationship for future collaborations.
5. Not Properly Vetting Influencers
I know—it’s tempting to scale fast. You want as many influencers as possible talking about your brand. But if you don’t take the time to vet them, you could end up with fake followers, low engagement, or an influencer whose values don’t align with your brand.
💡 How to fix it: Go beyond follower count. Look at engagement rates, audience demographics, past brand collaborations, and content quality. Use influencer vetting tools like Later or Sprout or work with an agency (like mine 😉) to find the right partners.
6. Not Reaching Out Thoughtfully
Mass-copy-and-paste outreach emails won’t get you far. Influencers are bombarded with brand requests daily, and generic messages will likely be ignored—personalization matters.
💡 How to fix it: Take the time to research the influencer before reaching out. Reference specific content you love, explain why they’re a great fit, and make your offer compelling. A little effort in outreach goes a long way in securing quality partnerships.
Final Thoughts
Influencer marketing is one of the most powerful tools for brand growth—but only if done right. Avoid these mistakes, be intentional in your approach, and invest in long-term relationships with creators who genuinely align with your brand.
