Top 5 Mistakes Brands Make When Working with Influencers

Influencer marketing has become one of the most powerful tools for brands in 2025 — especially across Southeast Asia, where social commerce and creator-driven campaigns continue to dominate. However, despite the growth, many brands still make the same costly mistakes when managing influencer collaborations.

Here are the top five mistakes brands often make — and how to avoid them.

 

1. Choosing Influencers Based Only on Follower Count

One of the most common misconceptions is that “bigger is better.” Many brands still believe that a creator with one million followers guarantees massive reach and sales.
In reality, engagement rate and audience relevance matter much more.

Micro and nano influencers — with smaller but highly engaged audiences — often deliver better ROI because their followers genuinely trust their recommendations. The key is to find creators whose audience aligns with your brand’s target market, not just those with the largest numbers.

 

2. Ignoring Content Authenticity

A major reason influencer marketing works is because audiences feel the creator’s voice is authentic. But when brands impose overly strict scripts or force unnatural ad placements, the content becomes robotic — and audiences can tell.

Allow influencers to maintain their unique style, tone, and storytelling approach. Give them key talking points, but let them integrate your message naturally. Authentic content always performs better than something that feels like an ad.

 

3. Focusing Only on One-Time Campaigns

Another mistake is treating influencer marketing as a single campaign rather than a long-term strategy.
When you only engage influencers once, you lose continuity and consistency.

Building ongoing relationships with creators helps:

• Strengthen brand credibility over time
• Encourage repeat mentions and loyalty
• Make the influencer feel more invested in your brand’s success

4. Poor Communication and Briefing

A good influencer brief should include:

• Campaign objective (awareness, traffic, conversion, etc.)
• Content direction and dos/don’ts
• Key product information and hashtags
• Timeline, usage rights, and payment details

5. Not Giving Enough Time for Content Creation

A common mistake many brands overlook is rushing influencers to deliver content too quickly.
While tight deadlines might seem necessary for campaign timelines, they often hurt the quality and authenticity of the final output.

Good influencer content — especially videos — requires time for:

• Planning and ideation
• Shooting and editing
• Product testing or usage
• Adjusting based on feedback

Conclusion

Influencer marketing isn’t just about hiring someone to post your product — it’s about building authentic partnerships that drive real results.

By avoiding these five mistakes — focusing on engagement instead of size, allowing creative freedom, building long-term relationships, communicating clearly, and tracking meaningful data — brands can unlock the full potential of influencer marketing in 2025.