Influencer marketing mistakes land in my inbox every day.
People send me emails asking me to promote their stuff when I don’t even know them.
They make everything about what they need instead of what they can offer.
They treat me like an advertising platform instead of a person.
These people wonder why influencers ignore them.
I’ve been building influencer relationships and partnerships since 2013. The secret was always putting relationships first and adding value before asking for anything.
This approach has generated millions of dollars for my business because I learned what works and what doesn’t.
In this guide, I’ll show you the biggest influencer marketing mistakes and what to do instead.
Let’s dive in.
Table of contents
Understanding influencer marketing
Influencer marketing is partnering with content creators to grow your business faster than you ever could alone.
Here’s the thing…
Most people think it’s about finding someone with a million followers.
But the best influencer partnerships happen when you find creators with audiences that actually care about what you offer.
The most effective influencers have built real trust with their followers. When they recommend something, people listen and take action.
Traditional advertising feels pushy because it interrupts what people are doing.
Influencer marketing works because it provides value through someone people already trust.
Now let’s look at the biggest mistakes that kill influencer marketing success.
Top 21 influencer marketing mistakes to avoid
These are the most common influencer marketing mistakes that prevent you from building successful partnerships.
I see these same problems in every failed campaign. They waste your time, hurt your credibility, and kill your results before you even start.
Each mistake includes real examples and exactly how to fix the problem.
1. Reaching out without clarity 🤔
Hey [first name], love your content! Wanna collab?”
That’s not a thoughtful invitation — it’s a vague cry for help.
If you don’t know why you’re reaching out, what the opportunity actually is, or what success looks like… you’re wasting both your time and theirs.
Lack of clarity is one of the fastest ways to get ignored — or worse, burn trust before it’s even built.
How to fix it:
Start with your goals.
- Are you trying to grow your email list?
- Land guest interviews or collabs?
- Sell a course through affiliates or partners?
If you can’t explain what’s in it for them — and for you — in two punchy, clear sentences… you’re not ready to reach out.
💡
Pro tip: Use Step 1: define your goals from Influencer OS to get ultra-clear before you send a single message.
2. Making it all about YOU 🤳
The fastest way to get ignored?
Reach out with a list of demands and zero understanding of who you’re talking to.
I’ve seen emails where it’s all “our platform,” “our mission,” “our launch,” and how great it’ll be for you to do all the work.
No rapport. No value. Just ego.
Real example:
“Hey, we’re launching a summit that’s featured some BIG names. You’d be perfect. All we need is two solo emails, two social posts, and a list size of 10k+…”
😬 Hard pass.
And yes… this kind of email actually got roasted online:
How to fix it:
Flip the lens.
Make your outreach about them — not you.
- Why would this excite their audience?
- How does it support their goals?
- Why is it worth their time?
Show them you actually care about their brand — not just what they can do for yours.
💡
Pro tip: Before you even think about outreach, run your message through the “Who’s this for?” filter. If every sentence is about you… start over.
3. Leading with asks, not value 🙏
Would you walk up to a stranger at a party and say:
“Hey, promote my course”?
That’s exactly what most creators and entrepreneurs do in their first DM or cold email.
No context. No relationship. Just a hard ask out of nowhere.
It’s awkward. It’s desperate. And it never works.
I’ve seen messages like:
“Hey! I love your stuff. Would you be down to blast my launch to your list?”
That’s not outreach. That’s a favor request — from someone who hasn’t earned it.
How to fix it:
Warm them up first. Like a normal human.
- Leave thoughtful comments on their posts (not “🔥🔥🔥”)
- Share their content with a quick note on why it’s valuable
- Send them a kind DM, testimonial, or voice note (no pitch)
- Join their community or product if it aligns
Build trust before you ever ask for anything.
Let them see your name and associate it with value — not asks.
💡
Pro tip: I use the “Value-First Flywheel” from Step 4 in Influencer OS — it’s one of the most powerful systems I teach, and it works like compound interest.
4. Being weirdly formal (or writing like ChatGPT) 🤖
“Dear Sir or Madam…”
“We would be honored to feature you in our esteemed program…”
Yeah, no. That’s not how real humans talk — especially in the creator economy.
And don’t get me started on the messages that read like ChatGPT prompts pasted straight into an email client.
If it feels like an AI wrote it — or a corporate intern from 2006 — it’s probably getting deleted.
I’ve seen outreach that’s grammatically perfect… but completely dead. No tone. No edge. No personality.
How to fix it:
Keep it real. Write like a smart, confident human.
- Use their first name.
- Be casual, but clear.
- Cut the fluff and get to the point.
- Don’t over-explain — speak to them like a peer.
Ask yourself: Would I actually say this out loud?
If not, rewrite it until it sounds like you.
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Pro tip: Before you send anything, read it out loud. If it sounds robotic or overly polished, it needs a rewrite.
5. Getting your assistant to do cold outreach (badly) 📧
Imagine this landing in your inbox:
“Hello there. I’m [Assistant Name], reaching out on behalf of [Some Guru] who’s launching a massive summit. We’d love for you to be a part of it. Here are the requirements…”
No personalization. No context. No connection.
Just cold, generic demands… from someone you’ve never heard of… representing someone you still don’t know.
This isn’t “leveraging your team.”
It’s lazy… and it makes you look like an amateur.
Here’s a real example that went viral (for the wrong reasons):
Cringe.
How to fix it:
If you’re reaching out to someone for the first time — do it yourself.
Influencer marketing is relationship-driven. You don’t outsource the relationship part.
If you’ve got a VA or assistant helping out, awesome. But have them support you behind the scenes:
- Build the Dream 100 list
- Research key insights about the influencer
- Prep notes or talking points
You hit send.
💡
Pro tip: My best-performing campaigns came from creators whose audience deeply resonated with my message — even if their followings were tiny. Relevance always beats reach.
6. Prioritizing status over substance ⭐
Just because someone has 100k followers… or spoke at a big-name event… doesn’t mean they’re the right fit.
In fact, some of the best collaborators I’ve ever worked with were “under the radar” creators who showed up, delivered, and actually cared.
Chasing clout blinds you to the people who can actually move the needle — and build long-term relationships that matter.
How to fix it:
- Stop chasing vanity metrics — focus on alignment and shared values
- Look at audience quality, not just quantity
- Build with people who genuinely want to support your mission
💡
Pro tip: Some of my most profitable collaborations came from creators others overlooked. It’s not about list size — it’s about trust, timing, and the right fit.
7. Overhyping big names 💎
“Past speakers include BIG names… and others.” 🤡
Translation: “If you’re not famous, you don’t matter to us.”
This kind of messaging instantly turns people off. It screams status-chasing and makes mid-tier or rising creators feel like second-class citizens.
Here’s the truth:
Big names might boost your credibility.
But it’s the right names — aligned, excited, and invested — that drive results.
How to fix it:
- Name-drop strategically — but don’t make fame the whole pitch.
- Show genuine interest in them, not just their following.
- Make every creator feel like a valued part of something bigger.
💡
Pro tip: The best long-term partners are often the ones *no one’s heard of yet. Invest early. The returns compound.
8. Reaching out too soon ⏰
You’ve got your offer. You’ve built your list. You’re ready to scale…
So you start messaging influencers — but they’ve never heard of you.
That’s how most creators sabotage the relationship before it starts.
How to fix it:
Warm them up first.
- Show up in their comments or replies
- Share their work with a thoughtful note
- DM or email them with no ask, just value
- Find a genuine way to get on their radar
You don’t need to wait months to reach out. But if you do the groundwork even a week or two in advance, you’ll stand out 10x more than the cold spam in their inbox.
💡
Pro tip: I teach the “Invisible Funnel of Trust” inside Influencer OS — it’s how I’ve landed interviews, partnerships, and multi-5-figure deals without being pushy or salesy.
9. Not giving a clear, compelling reason to say yes ❓
“Hey, you’d be a great fit. Want in?”
Cool… but why?
Influencers are busy. They get dozens of vague asks every week. If you can’t quickly explain what you’re offering and why it matters to them, they’ll skip it.
How to fix it:
Lead with a specific, compelling value proposition.
Not hype. Not buzzwords. Real benefits, tailored to them:
- “We’ve got 5,000+ niche creators ready to discover your product.”
- “Top affiliates earned $3K+ in our last launch — we’d love to feature you.”
- “You’ll be alongside respected peers like [insert relevant names they know/trust].”
Make it concrete. Make it desirable. Make it obvious.
💡
Pro tip: Use Step 5 of Influencer OS to dial in your offer and create irresistible win-win collaborations.
10. Ignoring how they actually like to collaborate 🚫
Every creator has different preferences — some love email promos, others prefer podcast swaps, shoutouts, or just vibing in your community first.
If you push them into your default method without asking how they like to show up, it kills the momentum.
Real talk: I’ve had partners say yes to big collabs only because I gave them options and didn’t force them into a rigid launch structure.
How to fix it:
- Offer 2–3 ways they can collaborate (low lift, medium, high)
- Ask what format they prefer — email, IG, podcast, webinar?
- Focus on what feels fun and aligned for both of you
💡
Pro tip: I teach the “Flexible Partnership Menu” in Influencer OS — it’s one of the easiest ways to increase your “yes” rate without burning bridges.
11. Not following up (or doing it wrong) 📬
One and done? You’re invisible.
Following up like a spam bot? You’re annoying.
How to fix it:
Follow up with value — not “just checking in.”
- Share an update
- Add something helpful
- Give them a reason to reply
Use a simple CRM or Notion tracker to stay organized.
💡
Pro tip: I teach the “Flexible Partnership Menu” in Influencer OS — it’s one of the easiest ways to increase your “yes” rate without burning bridges.
12. Not researching the influencer properly 🔍
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13. Focusing only on follower count 📊
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14. Not tracking your results 📈
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15. Ignoring FTC disclosure requirements ⚖️
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16. Micromanaging content creation 🎬
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17. Not building long-term relationships 🔗
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18. Choosing the wrong platform 📱
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19. Having unrealistic expectations 💭
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20. Not having clear campaign goals 🎯
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21. Poor audience alignment 🎪
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22. Focusing only on big names 💎
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✨ More influencer marketing resources
- Influencer marketing guide
- The best influencer marketing tools
- How to identify influencers
- How to reach out to influencers
- How to build relationships with influencers
- Influencer marketing benefits & disadvantages
- What are influencer partnerships?
- 21 types of social media influencers
- The best influencer marketing courses
- The best influencer marketing books
- The best influencer marketing podcasts
- The best influencer marketing blogs
- How to collaborate with influencers
- Best influencer marketing quotes
- The best ai tools for influencer marketing
- What are brand collaborations?
- What are brand partnerships?
- What is a micro-influencer?
- Best influencer marketing examples
- What is an influencer? And how to become one in 2025
- What are influencer campaigns?
- What is an influencer endorsement?
- Influencer marketing glossary
- Influencer outreach email templates
- Influencer marketing case studies
- What is blogger outreach?
- What is a target audience?
FAQs
Here are answers to a few common questions people ask about influencer marketing mistakes.
What is influencer marketing?
Influencer marketing is a strategy where brands collaborate with individuals who have a large following on social media to promote their products or services.
Why is it important to choose the right influencer?
Choosing the right influencer ensures that your brand message reaches the appropriate audience and resonates well, leading to better engagement and sales.
What is a common mistake when selecting influencers?
A common mistake is focusing solely on an influencer’s follower count rather than their engagement rate and relevance to your brand.
How can I avoid miscommunication with influencers?
Clearly outline expectations, deliverables, and timelines in a written agreement to avoid misunderstandings during the campaign.
What should I do if an influencer’s content does not match my brand’s voice?
It’s crucial to review an influencer’s previous work before partnering. If their style doesn’t align with your brand, consider finding someone else.
Why is it essential to disclose sponsored content?
Disclosing sponsored content maintains transparency with the audience and complies with legal regulations, fostering trust between consumers and brands.
What happens if I don’t track campaign performance?
Failing to track performance means you won’t know what works and what doesn’t, making it difficult to measure ROI and improve future campaigns.
How can I ensure authenticity in my influencer partnerships?
Choose influencers who genuinely use and believe in your products. Authentic recommendations resonate better with audiences than paid promotions.
What is a mistake regarding compensation for influencers?
Underestimating the value of an influencer’s work can lead to dissatisfaction. It’s important to offer fair compensation based on their reach and engagement.
How often should I collaborate with influencers?
Regular collaborations can help maintain visibility for your brand, but it’s essential not to overdo it. Balance consistency with authenticity to keep engagement high.
Final thoughts
There you have it: 21 influencer marketing mistakes to avoid in 2025.
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