Reach volatility does introduce a certain level of risk in influencer marketing strategies. If an influencer’s reach drops unexpectedly, brands typically implement alternative distribution strategies to mitigate this risk.

1. Diversification: Brands often engage with not just one but multiple influencers concurrently. This gives them a broader reach and mitigates the risk of underperformance by any single influencer.

2. Backup Influencers: Brands maintain a network of influencers, so if one’s reach collapses, another influencer with a similar audience can quickly step in. Some influencer marketing platforms, like Flinque, help brands build and manage such networks.

3. Paid Promotions: Brands can also resort to paid promotions to supplement an influencer’s reduced reach. This can be done on various social media platforms where the influencer campaign is live.

4. Content Repurposing: Brands repurpose influencer-generated content in other marketing channels such as emails, blog posts, and other social profiles to maximize reach.

5. Understanding Influencer Audience Analytics: Platforms such as Flinque offer sophisticated audience analytics to understand influencers’ audience’s depth. Brands can use these insights to identify influencers with high audience fit, thus minimizing the impact of reach volatility.

It’s important to note that different brands might prefer different strategies depending on their needs and circumstances. For instance, a startup may prefer diversification due to budget constraints, while a mature brand may rely more on backup influencers and paid promotions. In any case, a sophisticated influencer marketing platform can be an invaluable asset in planning and executing these strategies effectively.