What is the biggest influencer marketing mistake?

Making it all about you. A message full of your needs and demands, from someone the influencer doesn't know, gets ignored.

How do I reach out to an influencer without sounding salesy?

Build a relationship first, then lead with what's in it for their audience. Keep it short, use their name and write the way you'd talk.

How many times should I follow up with an influencer?

Follow up with value, about a week apart, until you get an answer. Some of my best speakers said yes after months of follow-ups.

Does follower count matter in influencer marketing?

Less than engagement and fit. A creator with a smaller, engaged audience that matches yours often brings better results than a bigger account.

Do influencers have to disclose paid promotions?

Yes. In the US, the FTC requires influencers to clearly disclose paid, sponsored and affiliate promotions, and it's the brand's job to make sure partners do it.

Should my assistant contact influencers for me?

Not the first time. Your assistant can research and prepare, but the first message should come from you.

21 influencer marketing mistakes to avoid in 2026

The 21 influencer marketing mistakes I see most, with real examples of bad outreach and exactly what to do instead.

par Navid Moazzez·Mis à jour 29 sept. 2026·8 min de lecture·

21 influencer marketing mistakes to avoid in 2026

Influencer marketing mistakes land in my inbox every week.

People I've never met ask me to promote their launch. They make the message about what they need, not what they can offer. They treat me like an ad slot instead of a person.

Then they wonder why influencers ignore them.

I've been building relationships with influencers since 2013, when I had zero connections. Those relationships became the speakers and partners behind every summit I've hosted, from The Branding Summit to the AI Creator Summit. What made them work was always the same: add value first, ask later.

Here are the 21 influencer marketing mistakes I see most, with real examples and exactly what to do instead.

What influencer marketing really is

Influencer marketing is partnering with creators whose audience already trusts them, so they introduce you to people you couldn't reach alone.

Most people think it's about finding someone with a million followers. It isn't. The best partnerships happen with creators whose audience actually cares about what you offer, whatever the size.

Ads interrupt people. A recommendation from someone they trust doesn't. That's why it works, and why every mistake below is really a trust mistake.