5 Common Mistakes Brands Make With Influencers in Colombia

Influencer marketing has established itself as a powerful tool in brands' digital arsenal, especially in a vibrant market like Colombia. With exponential growth in investment and effectiveness, it is clear that connecting with audiences through influential figures is key. However, the road is not without obstacles. Many brands, in their eagerness to join this trend, make mistakes that not only reduce the impact of their campaigns but can also damage their reputation. Recognizing these failures is the first step to correcting them and maximizing the potential of collaborations. Here are the 5 most common mistakes brands make when working with influencers in Colombia and how to solve them.

1. Not Defining Clear Objectives: Where Do We Want to Go?

One of the most fundamental mistakes is launching an influencer marketing campaign without well-defined goals. Are you looking to increase brand awareness, generate sales, improve engagement, or drive traffic to your website? Without precise objectives, it is impossible to measure success and justify the investment.

How to solve it: Before approaching any influencer, sit down and define SMART objectives: Specific, Measurable, Achievable, Relevant, and Time-bound. For example, instead of "increase sales," establish "increase sales of product X by 15% in the next three months through unique discount codes." This will give you a clear roadmap and concrete metrics to evaluate ROI.

2. Selecting Influencers Based Solely on the Number of Followers: Quantity is Not Quality!

It is tempting to be dazzled by a large number of followers, but this is one of the biggest traps. An influencer with a million followers, but with an audience that does not match your target audience or with low engagement, may be less effective than a micro-influencer with 10,000 highly engaged followers in a niche relevant to your brand. In Colombia, consumers trust recommendations from 'real' people more.

How to solve it: Research thoroughly. Analyze the demographics of the influencer's audience (age, location, interests), their engagement rate (comments, shares, saves, not just likes), the authenticity of their followers (avoid bots and fake accounts), and the alignment of their values and content with your brand identity. Influencer marketing tools can be of great help to obtain accurate data and thus choose the most compatible one.

3. Lack of Transparency and Clear Disclosure: Trust is Everything!

In Colombia, since 2020, the Superintendence of Industry and Commerce (SIC) established a guide of good practices that requires clear disclosure of advertising by influencers. Not explicitly indicating that content is sponsored is a serious mistake that can erode consumer trust and lead to legal problems for the brand and the influencer.

How to solve it: Educate both your team and influencers about the importance of transparency. Make sure that all sponsored publications include a visible and clear label that indicates their commercial nature. Honesty builds long-term trust with the audience, an invaluable asset.

4. Poor Communication and Incomplete Briefing: Leaving Everything to Interpretation

Expecting an influencer to guess what you want, or giving them a vague briefing, is a recipe for disaster. The lack of clear guidelines on the message, tone, key points to highlight, visual style, or even publication dates can result in content that does not align with your brand or your objectives.

How to solve it: Prepare a detailed briefing, but one that also allows for the influencer's creativity. It should include the objectives of the campaign, the key messages you want to communicate, the target audience, examples of tone and style (and what not to do), the legal disclosure requirements, and the deadlines. Maintain fluid and open communication throughout the process, allowing for revisions and contributions from both parties.

5. Not Measuring Return on Investment (ROI) or Focusing on Superficial Metrics: Did It Really Work?

If you don't measure the results of your campaigns, how will you know if you are getting a return on investment? Many brands stay on vanity metrics like "likes" or general comments, without delving into what really matters for their business objectives, such as conversions or qualified traffic.

How to solve it: Go beyond likes. Design your campaign to track actionable metrics: use UTM links, unique discount codes, landing pages specific to the campaign, or post-purchase surveys. Measure referred web traffic, conversions (sales, registrations, downloads), real engagement (shares, saves, deep comments), and calculate the cost per result to understand the true ROI. This will allow you to optimize future strategies and demonstrate the value of influencer marketing.

Conclusion

Influencer marketing in Colombia offers immense opportunities for brands looking to connect authentically with their audiences. By avoiding these common mistakes and adopting a more strategic, transparent, and data-driven approach, your brand will not only see a greater return on investment but will build stronger and more reliable relationships with both influencers and your consumers. It's time to take your campaigns to the next level!