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    Digital

    Influencer marketing is a double-edged sword

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    Influencer marketing is a kind of social media marketing in which businesses collaborate with "influencers" (people with a large following) to promote their products. It appears to be one of the most in-demand marketing strategies nowadays. From small businesses to multinational corporations, numerous companies have benefited from it. Companies choose influencer marketing as it delivers a lot faster than traditional marketing and involves a fraction of the cost. 

    Influencer marketing may help you improve brand recognition and exposure, as well as conversions and engagement. However, is collaborating with an influencer a stroke of genius that will effectively enhance your brand's reach or a case of bandwagonism that will destroy your reputation? 

    Here are some pros and cons of influencer marketing that will help you figure out whether this marketing strategy will work for your business or not. 

    The advantages of influencer marketing include:

    1. Authenticity

    You can reach out to your target audiences more naturally and authentically using influencer marketing. You're leveraging influencers who are already linked to your target audience to highlight your products and services rather than bombarding them with overt sales content.

    2. A loyal and engaged audience

    Influencers, by definition, have a vast or well-segmented following that is loyal and engaged, which is precisely what you need to boost brand recognition. When you acquire these devoted customers, they may become brand champions and even rise to influencer status, solidifying a cyclical process that ensures your long-term success.

    3. Trust

    Influencers may establish a strong relationship with their followers by providing a detailed glimpse into their life. As a result, their supporters share the same close bond with them as they have with friends. In business and marketing, where human ties are a significant driver in choosing a product, trust is crucial.

    4. Creativity

    The finest influencers are content creators who have worked hard to cultivate a devoted following. It is a full-time profession for individuals who have a large follower base. Your company receives access to an audience specialist who can promote your brand. 

    5. Content creation

    You can repurpose influencer material on your own social media platforms. Thus, working with an influencer can significantly lessen your content development burden. In addition, it's a great approach to spice up your social media feed, emphasize cooperation, and offer your followers a better understanding of your company. In essence, showing the collaboration becomes its own marketing campaign, which may help you enhance your business.

    However, the cons of influencer marketing are as follows: 

    1. Expensive 

    Influencer marketing used to be based on the exchange of free items. On the other hand, freebies will not please big-name macro-influencers (those with 10,000+ followers), as the influencer sector has grown more saturated and competitive. However, a significant number of followers does not automatically imply a high return on investment.

    2. Ghost/Fake followers

    Ghost followers are inactive or fraudulent social media users who are typically produced by bots. They are a significant challenge for influencer marketing since they don't engage with influencer material. This implies that while some influencers may appear to have a considerable following, it is likely to be false or exaggerated and will have minimal impact on your company's growth.

    3. Creative Differences 

    Working with an influencer entail entering their social world, which has its own distinct style that you must embrace and adapt to. Furthermore, you're putting your faith in someone who may not have the same enthusiasm for your brand as your own workers, which means your brand message might be lost in translation. 

    4. Competition

    Influencer marketing is a fiercely competitive field that is rapidly expanding. As the need for influencers grows, sorting and selecting the finest partners for your organization will take more time, and costs for the best will rise. 

    5. Controversial

    Influencer marketing has been criticized, with some customers believing that influencers who do not disclose that their endorsement is part of a sponsored relationship have deceived them. As a result, hashtags like #ad and #sponsor have grown increasingly popular. For these types of postings, Instagram has developed a 'Paid partnership' tag, which is excellent for openness but detracts from the authenticity.

    Influencer marketing, like any other kind of digital marketing, has its advantages and disadvantages. However, consider investing in influencer marketing cautiously if you want to take your company's marketing strategy to the next level. When done right, it can be one of the most efficient and successful methods to attract new consumers, promote your products, and boost your revenue. 


      • Posted By
      • The Strategist
      • August 3, 2021

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