4 Common Mistakes Outdoor Brands Make with Influencers
Learn the 4 most common mistakes outdoor brands make when working with influencers—and how to fix them. This guide helps marketers avoid wasted partnerships and unlock real results through creator campaigns that align with their mission, audience, and goals.
4 Common Mistakes Outdoor Brands Make With Influencers
And how to avoid leaving impact (and revenue) on the table.
1. Choosing Creators Based on Follower Count Instead of Alignment
The number one mistake: chasing reach over relevance. A creator with 300K followers might look good on paper—but if their audience isn’t passionate about outdoor skills, wilderness education, or high-effort adventure, your message won’t land. Instead, prioritize creators who live and breathe the lifestyle your audience aspires to.
Often, a smaller creator with a deeply engaged community will have more built-in trust—and that trust is what actually drives their audience to explore and purchase your brand.
2. Failing to Provide a Clear Brief and Strategy
Even great creators need direction. Without a proper creative brief, they’ll default to generic content that may not reflect your values or objectives. The best campaigns give creators guardrails: what story to tell, what audience to speak to, and how to naturally integrate the brand.
By providing a creator with a clear vision and the goals of the campaign, they can create content that aligns with your expectations and performs across platforms. At the end of the day—they’re professional content creators. Give them the tools, and they’ll deliver.
3. Not Capturing Raw Files or Usage Rights
You’re not just paying for a post—you’re investing in high-performing content. Many brands forget to secure access to the raw footage or permission to repurpose content across paid ads, email, web, or other channels. Without usage rights, great content dies in the feed. With them, you can turn one post into a long-term asset.
4. Letting Good Content Stop at One Platform
When a creator nails it—don’t let it end with Instagram. Great influencer content can (and should) be repurposed across your full marketing ecosystem:
- Retargeting ads
- Email campaigns
- Course or program pages
- Print material
- Website conversion blocks
The content already speaks to your ideal audience. Repurposing it strategically multiplies its value.
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