Corporate Influencer Programs: Why They Fail and How to Revive Them
Corporate influencer programs often meet a quiet demise rather than a dramatic failure. They don’t end with a bang but rather fade away, almost unnoticed. You might point fingers at various issues:
Common Symptoms of Failing CI Programs
- Lack of long-term motivation
- Unrealistic expectations
- Insufficient analytics
- Misalignment of goals
- Lack of authenticity
- Ignored feedback
- Low engagement
These issues are mere symptoms of a deeper, more pervasive problem: “We’ve got other things to do!”
The Root Cause: Competing Priorities
The daily grind will kill any influencer program that exists “on top” of everything else. Corporate influencers are often expected to juggle their primary job responsibilities with their influencer duties. This isn’t sustainable.
Learning from Social Media Influencers
Consider successful influencers on platforms like Instagram and TikTok. Many of them manage a full-time job while producing and editing their content during weekends or late at night. But expecting corporate influencers to do the same is unrealistic and unfair.
Providing the Necessary Support
For corporate influencer programs to thrive, C-level executives need to create space and allocate resources. Without this support, these programs will remain superficial, unable to achieve their full potential. Here’s how you can support your corporate influencers:
1. Allocate Dedicated Time
Ensure your corporate influencers have dedicated time within their work schedule to focus on their influencer responsibilities. This means integrating these duties into their job description rather than treating them as an add-on.
2. Set Realistic Goals
Set achievable goals that align with your company’s broader objectives. Unrealistic expectations can lead to burnout and disengagement.
3. Provide Analytics Support
Equip your influencers with the tools and training they need to track their performance and understand what works. Data-driven decisions can significantly enhance the effectiveness of your program.
4. Foster Authenticity
Encourage influencers to be authentic and true to their voice. Authenticity resonates more with audiences than forced or scripted content.
5. Listen to Feedback
Regularly gather and act on feedback from your influencers and their audience. This helps in refining the strategy and addressing any issues promptly.
Conclusion
Corporate influencer programs can be powerful tools for brand building and employee engagement. However, without proper support and realistic expectations, they are doomed to fail. By addressing the root cause and providing the necessary resources, companies can ensure their influencer programs not only survive but thrive.
