Influencer marketing may be booming — campaigns can generate a 198% return on advertising spending — but there are still influencer marketing challenges to iron out with this emerging strategy, mainly because so many inaccurately define what an influencer is, they have a difficult time finding the right kind of influencer for their brand, or they don’t designate enough of their marketing spend to influencer marketing.

Fortunately, recognizing the problem is the first step to solving it. Here are 3 issues that regularly come up that have tangible solutions:

Challenge 1: Finding Relevant Influencers

TapInfluence and research group Altimeter asked marketers to name some of the challenges they face when working with influencers. Sixty-eight percent say finding “relevant” influencers is a huge hurdle, a topic Carusele tackled in a recent blog post.

Other industry research backs up these findings: in a separate study, 73% of fashion and beauty marketers say identifying the right influencer is their biggest problem.

Solution: Work with a marketplace that filters relevant, successful influencers and measures their success with data-driven and scalable software. Setting criteria within an automated influencer platform is a great way to let the relevant influencer surface with a few clicks.

Challenge 2: What Do Brands Think?

Influencer marketing can face numerous challenges within organizations – maybe because it is relatively new compared to other forms of digital marketing. Marketers have to work hard to prove the value of influencer marketing to executives who often don’t really understand what it is and the results of which it’s capable.

Influencer marketing also possibly suffers from its association with “celebrity influencers,” who tend to charge huge amounts for relatively small results. By comparison, real influencers produce authentic, original content that generates sales lift, increased SOV, increased brand awareness, and other measurable results.

Solution: Show the difference between Micro, Macro, and Celebrity influencers and explain how the first two are considerably more effective than the last one with real statistics and proven results. Knowledge is power and it hands-down works when you show marketers how effective real influencer marketing can be.

Challenge 3: Payment and Content Guidelines

72% of influencers think they aren’t compensated enough for their services, while 39% say “overly restrictive” content guidelines are a challenge. They complain about the amount of time they are given to work on jobs, too. 32% say marketers don’t allocate enough time for project completion.

In TapInfluence’s “Influencer Marketing Manifesto,” influencers were asked about the biggest mistakes brands make when they invest in this type of marketing, and they have real solutions to how to remedy this challenge.

Solution: Many marketers simply don’t realize that influencers have put in considerable effort to build an authentic and loyal following, so they mistakenly undervalue influencers’ power as a marketing strategy. Influencers who can show their stats and still charge less for their services than a celebrity, with much better results, can alleviate many concerns. Marketers also have to realize that they use influencers because of their authenticity. This means they have to loosen their reins and let influencers be influencers.

The BIG Fix Takeaway

The discipline of influencer marketing is still evolving as brands and influencers work out how best to work together and what sort of content generates the best results for both. It’s a case of “you scratch my back, I’ll scratch yours” with brands needing to know what influencers need from them and vice versa.

Want to learn more? Check out the free pocket guide, Challenges of Influencer Marketing.