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:
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.
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.
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.
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.
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.
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.