What doesn't work in Influencer Marketing?

Generalizing your approach to finding and making use of different influencers. One size doesn’t fit all influencers : tailor your approach to the specific influencer

Simply looking at the popularity of the influencer . Influence does not only mean popularity. Remember that your goal is to elicit a particular action from your customers. Don’t automatically assume that the people with the most followers are the influencers of a niche.