Promotion through bloggers has become a common practice for online stores and brands. It seems that finding an influencer with a large audience, agreeing on a post or story — and you can expect a flurry of sales. But in practice, the effect is unpredictable: from a real boom to a complete failure. What is the reason? Influencer marketing can become a powerful tool — or simply absorb the budget. It all depends on the approach, analytics, automation tools, and integration with CRM.
In this article, we look at how influencer marketing actually works, what common mistakes brands make, and what it takes for such collaboration to really impact profits.
Excessive expectations from "star" bloggers: why didn't it work?
The problem with many campaigns is the lack of a clear goal and metrics. The brand pays for a mention in the stories, but does not know how many people clicked on the link, which of them bought, and whether they will return again. Often, companies focus only on reach - ignoring the quality of the audience. As a result, they receive thousands of views that do not convert into sales.
Another common mistake is choosing the wrong influencer. The blogger’s audience may not match the brand’s target audience or may simply be “tricked out.” In addition, the presentation itself often does not match the company’s tone of voice: the text looks unnatural, opaque, or like “advertising for the sake of advertising.”
Influencer Marketing in Numbers: When Numbers Don't Lie
According to Influencer Marketing Hub, brands will see an average of $5.78 in revenue for every $1 they spend on niche influencers in 2024. But that figure drops almost half when working with large accounts.
60% of companies admit that the main problem in working with bloggers is the lack of analytics. Only 35% use UTM tags or promo codes to accurately track campaign effectiveness. About 40% indicate that they were unable to correctly segment the influencer’s audience and ended up in the “wrong segment.”
These numbers emphasize: without analytics, CRM, and clear KPIs, influencer marketing turns into an intuitive budget spending.
How to build the right influencer marketing system
Effective work with influencers does not start with “simply choosing a blogger,” but with a clear funnel. First, the goal is determined: traffic, subscriptions, conversions, new product launch. Next, a unique offer is created for the blogger’s audience: a discount, bonus, code, or limited promotion.
The site should be adapted for this campaign - with a special landing page or tagged page, where all traffic is recorded. CRM stores all orders, the source of the transition, even the time and device. This allows you to see the real result of each influencer, segment the audience and launch remarketing specifically for those who are already interested, but have not completed the purchase.
It is also important to think about UX: a convenient order form, clear CTA buttons, a minimum of steps to complete the purchase. Each additional action is a potential loss of a customer.
How Glyanets approaches influencer campaigns
Glyanets implements not just "blogger integration" for its clients, but systemic influencer marketing. We create special landing pages with adaptive UX, configure traffic tracking via UTM tags, and integrate the campaign with CRM to save each lead.
Glossy analyzes the blogger's audience, checks activity, engagement, and relevance to the brand's target segment. We develop a tone of voice for advertising that sounds natural but effective. We also set up automatic sending of bonuses, e-mail series, or push notifications for those who have switched but not bought.
As a result, the customer sees accurate statistics: how many people came, how many bought, how many left contacts. And he can make a decision not based on intuition, but on facts.
Conclusion
Influencer marketing is not magic or chaos, but a strategic tool that only works in conjunction with analytics, CRM, UX, and automation. Collaboration with bloggers shouldn't be impulsive — it should fit into the structure of the sales funnel.
The Gloss company helps brands turn disparate advertising mentions into a working system: with measurable results, fixation of each client, and maximum benefit from every hryvnia invested in an influencer.
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