How would you address an influencer who overpromises results that are unrealistic for the campaign?

I would ensure that you've done your homework and are familiar with the influencer's past work and results of past campaigns. If you haven't done this work upfront and are unsure if an influencer is overpromising, I would ask them for data from pasta campaigns that you can reference to determine a more accurate expectation.

When an influencer promises 100,000 new followers in a month, suggest, "Let’s aim for a more realistic 10,000 based on past data." If they claim a 20% engagement rate, respond with, "That’s high; the average is 3-5%. Let’s target 5% and build from there." If they plan to post daily, advise, "Daily might overwhelm your audience. How about three quality posts per week?" For a $50,000 sales goal in the first week, say, "Let’s target $10,000 first and scale up." Lastly, if they want to create ten videos in a week, suggest, "Quality over quantity—let’s focus on five impactful videos instead."

When an influencer promises 100,000 new followers in a month, suggest, "Let’s aim for a more realistic 10,000 based on past data." If they claim a 20% engagement rate, respond with, "That’s high; the average is 3-5%. Let’s target 5% and build from there." If they plan to post daily, advise, "Daily might overwhelm your audience. How about three quality posts per week?" For a $50,000 sales goal in the first week, say, "Let’s target $10,000 first and scale up." Lastly, if they want to create ten videos in a week, suggest, "Quality over quantity—let’s focus on five impactful videos instead."

Antes de iniciar qualquer campanha, é importante alinhar com todos os stakeholders os resultados esperados. Nesse momento, você traz todos para a mesma página e abaixa os ânimos com relação aos objetivos de cada um. Analisar dados, entender métricas, faz parte do processo para que o influenciador não prometa resultados que ele não possa cumprir.

Address concerns of overpromising by initiating an open, respectful dialogue with the influencer. Clarify campaign goals and discuss realistic expectations, providing clear metrics and examples of attainable outcomes. This conversation helps set the foundation for a successful and transparent partnership.

After opening a dialogue, it’s vital to establish clear boundaries. For example, if an influencer suggests they can double your followers in a month, explain that setting realistic expectations, like a 10-15% increase based on past campaigns, is crucial. If they propose doubling sales overnight, clarify that while optimism is great, promises should align with industry standards and past performance. Setting these boundaries early can prevent future overpromising and protect your brand’s reputation. Make sure these agreements are documented—like noting a 5% engagement goal in your contract—to reference if needed.

After opening a dialogue, it’s vital to establish clear boundaries. For example, if an influencer suggests they can double your followers in a month, explain that setting realistic expectations, like a 10-15% increase based on past campaigns, is crucial. If they propose doubling sales overnight, clarify that while optimism is great, promises should align with industry standards and past performance. Setting these boundaries early can prevent future overpromising and protect your brand’s reputation. Make sure these agreements are documented—like noting a 5% engagement goal in your contract—to reference if needed.

Alinhado com o tópico anterior, é impotante alinhar expectativas com todos os envolvidos desde o início do processo para não furar expectativas com o cliente.

After discussing realistic expectations, firmly set boundaries with the influencer regarding campaign promises. Stress the importance of aligning expectations with past performance and industry norms to maintain credibility. Documenting these boundaries ensures clarity and accountability, safeguarding your brand’s reputation.

Sometimes influencers overpromise due to a lack of understanding of the product. For example, if an influencer claims they can get your new tech gadget featured in top publications, explain that the product is still in its early stages, so focusing on niche tech blogs first is more realistic. If they promise to drastically increase sales for a skincare line, educate them on the product's unique selling points and limitations, such as being suited for specific skin types. This way, they can create content that resonates with their audience and aligns with your brand’s goals. Empowering influencers with this knowledge ensures they promote your campaign confidently and within realistic limits.

When managing influencer campaigns, it’s essential to balance ambition with realism. Address discrepancies with empathy, clarify goals, and collaborate on solutions. This approach not only preserves valuable partnerships but also sets the stage for successful, achievable campaigns.