Identifying the wrong KOLs (Key Opinion Leaders) for your brand

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The second mistake, and probably the most common one, is not identifying and activating the right content creator that matches your messages. The KOL (Key Opinion Leader) you choose to activate should be related to your brand, your values ​​or at least be involved in the same sector as you. Also analyze the relationship this KOL has with their followers. The one who takes the time to interact with their followers, answer questions or comments is the one who usually has a higher engagement rate, and therefore surely the one you will want to work with (especially if this KPI follows your previously defined objectives). This essential step can take a lot of time if you do it alone at home, as there are many different profiles on social media.

In recent years, technological solutions have been developed that allow professionals to identify and activate content creators in a more effective, easy and intuitive way. This is the case, in particular, of the influencer marketing platform Kolsquare , which allows you to identify the people most in tune with your brand based on a specific search for keywords related to your sector or key data. You will be able to find, in one place, the statistics of the KOLs that interest you, compare them with each other and even contact them directly through the technological solution if you wish. Kolsquare allows you to save valuable time in identifying the most relevant profiles for your Influencer Marketing campaigns and limit the risk of error in identifying the “right profiles” for you.

Opting for the wrong compensation model
One of the biggest mistakes in Influencer Marketing is when brands fail to offer sufficient compensation to the KOLs they work with. Therefore, it is imperative that you determine the type and amount of compensation you want to offer to content creators from the start.

Depending on the type of KOL you have identified, different forms of compensation can be considered. While nano and micro influencers may agree to work with you in exchange for a product offer or an invitation to an experience, KOLs with larger communities will most likely require remuneration in addition to said product offer or experience. In this case too, this remuneration can take different forms, you can define a fixed amount for the campaign, or choose the affiliation option or even both in some cases.

These are usually the main forms of compensation used today in Influencer Marketi payroll directors email database ng campaigns:

Pay per Cost
Pay per cost is the most common form of compensation today. It is a model where content creators are paid a flat fee to publish a post for your brand.

Free products or experiences
This is another widely used model where free products or paid trips are offered to the content creator instead of financial compensation. This model is mostly used for campaigns involving micro-influencers.

Cost per engagement
This is a model in which the KOL (Key Opinion Leader) is paid a defined amount based on the number of people who react to the content published by the content creator.

Cost per acquisition
This is where compensation is offered for sales or subscriptions made by content creators through Affiliate Marketing , for example. If you opt for this form of remuneration, you will have to determine in advance the percentage of sales that you will give to the influencer at the end of the Influencer campaign.