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How do you balance creative freedom and brand guidelines when working with mobile influencers?

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Mobile influencer marketing can be a powerful way to reach and engage your target audience, boost your brand awareness, and drive conversions. However, it also comes with some challenges and risks that you need to avoid or overcome. In this article, we will discuss some of the common mistakes and pitfalls that can ruin your mobile influencer marketing campaigns and how to avoid them.

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Nigel Maine

Founder & Architect. Teaching The SYSTEM go-to-market strategy for B2B SaaS vendors; Connecting & engaging global TAMs…
Patrick Roden

1 Choose the right influencers

One of the most important steps in mobile influencer marketing is choosing the right influencers for your brand and campaign goals. You need to consider not only their reach and relevance, but also their engagement, authenticity, and alignment with your brand values and tone. Choosing the wrong influencers can lead to wasted resources, low ROI, negative feedback, or even legal issues. To avoid this, you need to do your research, check their past performance and reviews, and communicate your expectations and guidelines clearly.

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Nigel Maine

Founder & Architect. Teaching The SYSTEM go-to-market strategy for B2B SaaS vendors; Connecting & engaging global TAMs & exploding ARR-FTE.
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Whilst many marketers and business owners welcome the engagement of mobile influencers, this is not widely applicable in the B2B space. An influencer is possibly going to be an existing customer, if not they will be a partner/reseller. If a customer, then we recommend interview/documentary type videos to highlight the customers success. If the latter, then our focus is to provide content in a variety of formats to suit prospects' preferences at any given time, including live shows and content categories that define the stage the prospect is at. This helps better direct the flow of activity to and through the influencers and does not hinder the selling cycle.

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Patrick Roden
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Keys to succes- Define your campaign goals and target audience-Identify relevant hashtags and keywords to find influencers discussing your brand or industry. List influencers and rate them by their engagement level first and then their reach. Engagement rates show active content participants- likes, shares, comments saves. Decide if the top influencers are authentic or self-serving. Ensure the selected influencers align with brand values and tone. Review influencer performance and their reviews. Do they have notable work with other brands- a track record? Organize, communicate, and set expectations and guidelines clearly for influencer participation. As you progress measure your results, refine your strategy, and optimize future campaigns.

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2 Balance creative freedom and brand guidelines

Another challenge in mobile influencer marketing is finding the right balance between giving your influencers creative freedom and enforcing your brand guidelines. You want your influencers to create authentic and engaging content that resonates with their followers, but you also want to ensure that your brand message and image are consistent and clear. Giving too much freedom can result in off-brand or inappropriate content, while being too restrictive can stifle their creativity and reduce their influence. To avoid this, you need to collaborate with your influencers, provide them with clear briefs and examples, and trust their expertise and judgment.

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3 Track and measure your results

One of the most common mistakes in mobile influencer marketing is not tracking and measuring your results. Without proper metrics and analytics, you will not be able to evaluate the effectiveness and ROI of your campaigns, identify what works and what doesn't, and optimize your strategy and budget accordingly. Tracking and measuring your results can help you avoid wasting money, time, and effort on ineffective or inefficient campaigns. To avoid this, you need to define your goals and KPIs, use the right tools and platforms, and monitor and report your progress and outcomes.

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4 Follow the rules and regulations

Another pitfall in mobile influencer marketing is not following the rules and regulations that govern this type of marketing. Depending on your location and industry, there may be different laws and guidelines that you and your influencers need to comply with, such as disclosing sponsored content, respecting intellectual property rights, and avoiding false or misleading claims. Not following the rules and regulations can result in fines, lawsuits, reputation damage, or even bans. To avoid this, you need to educate yourself and your influencers, follow the best practices and standards, and consult legal experts if needed.

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5 Maintain long-term relationships

Another mistake in mobile influencer marketing is not maintaining long-term relationships with your influencers. Influencers are not just one-time vendors or contractors, they are partners and advocates for your brand. Treating them poorly, inconsistently, or transactionally can result in low-quality content, reduced loyalty, or even negative word-of-mouth. Maintaining long-term relationships with your influencers can help you build trust, credibility, and advocacy, as well as leverage their network and influence for future campaigns. To avoid this, you need to treat them fairly, respectfully, and professionally, provide them with feedback and recognition, and reward them for their efforts.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you balance creative freedom and brand guidelines when working with mobile influencers?

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1 Choose the right influencers

2 Balance creative freedom and brand guidelines

3 Track and measure your results

4 Follow the rules and regulations

5 Maintain long-term relationships

6 Here’s what else to consider

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