Creator Marketing is transforming how brands connect with consumers, but even the best campaigns can falter if you hit these common pitfalls. Drawing from partnerships with more than 8,000 brands through LTK, here are the mistakes to avoid and what to do instead:
1. Mistaking Follower Count for Influence
Large follower counts don’t guarantee results. Genuine engagement is what drives impact. Instead, target influencers whose audience actively interacts and trusts their recommendations.
Tip: Use analytics – not just vanity metrics – to match Creators to your goals and to verify engagement.
2. Relying Only on Gifting
Sending free products alone rarely sparks great campaigns. Influencers value authentic partnerships, not just gifts.
Tip: Pair gifting with thoughtfully chosen, compensated Creators who align with your brand and category.
3. Restricting Creator Creativity
Overly strict guidelines make content feel forced. Trust influencers to share your message in ways their audience will embrace.
Tip: Give clear guidelines, but leave space for Creators to personalize and connect.
4. Working with Too Many Influencers
Spreading your message thin across many voices can dilute authenticity. Stronger, lasting partnerships drive deeper engagement.
Tip: Focus on a select group of top-performing influencers for long-term brand-building.
5. Expecting Quick Wins from One-Off Campaigns
Creator marketing takes consistency. One-off campaigns rarely build real trust or ROI.
Tip: Plan for long-term, multiphase campaigns and measure results to optimize for growth.
Key Takeaways
- Engagement beats follower count.
- Gifting works best with real partnerships.
- Empower Creator creativity.
- Build relationships, not just rosters.
- Invest in a long-term strategy.
Want campaigns that deliver measurable impact? LTK connects brands with high-performing Creators, underpinned by decade-strong data and expertise.
Get started with LTK today.
Blog originally published March 2020 and updated in August 2025.