These days, it’s easy to understand why some observers consider certain YouTubers, Tik Tokers and Instagrammers to be the new rock stars, Premier League footballers or celebrity chefs of the current moment. Many influencers have attained huge numbers of followers over recent years, and now have access to a listening audience that would once have been thought impossible. There’s no escaping the fact that influencers, and therefore influencer marketing, are here to stay.
Influencer marketing has become a prominent strategy for brands seeking to leverage the reach and authenticity of individuals with large social media followings. However, like any marketing strategy, it has its advantages and disadvantages. Whether you embrace this development or not, it’s certainly worth taking note of these pros and cons. Here at Rose Media Group, we’ve come to the conclusion that the former far outweigh the latter.
Potential advantages of influencer marketing
It’s all a question of trust
Influencers typically build their following through genuine engagement and content creation, often honed over a number of years, making their endorsements feel more authentic. Followers often trust influencers’ recommendations more than traditional advertisements, leading to higher credibility and trust for the promoted products.
Reaching the right people at the right time
Influencers often have a specific niche, allowing brands to target a well-defined audience. Whether it’s beauty, fitness, tech, fashion or travel, brands can collaborate with influencers whose followers match their target demographics, ensuring a more relevant and engaged audience. Many, many people will select their brand of deodorant, their daily outfits and their haircuts based on what Kylie Jenner, Cristiano Ronaldo or Ariana Grande may have posted.
Not just better engagement, but more engagement!
Influencer-generated content tends to have higher engagement rates compared to brand-owned channels. Followers are more likely to interact with content created by influencers, which can lead to increased likes, comments, shares and overall brand interaction. No wonder so many of the world’s most powerful brands want to align themselves with influencers and are willing to invest more in such campaigns.
Money well spent? Almost certainly, yes
For many brands, especially smaller ones, influencer marketing can be more cost-effective than traditional advertising. Micro-influencers in particular can offer substantial engagement at a lower cost, providing a good return on investment. If your business can’t afford someone like Lionel Messi, it doesn’t mean that this is a strategy that you’re unable to pursue. As the old saying goes, all you have to do is cut your coat according to your cloth.
Enhanced content creation
Many influencers are skilled content creators who can produce high-quality visuals and storytelling that can align with your specific brand messaging. This user-generated content can be repurposed across various marketing channels, adding value beyond the initial campaign. Return on investment, always considered crucial in the world of marketing, can be a game-changer for companies in all sectors of industry.
Improved SEO and online presence
Collaborations with influencers often lead to backlinks and mentions across the web, which can have a dramatic effect on a brand’s search engine optimisation (SEO). This increased online presence helps drive more organic traffic to the brand’s website, and of course will inevitably lead to improvements in revenue. Playing the search engine game is relatively simple: the higher you rank on Google, Bing and the rest, the more people will find your website. Those who underestimate the importance of SEO do so at their own risk.
And here come the disadvantages…
You run the risk of inauthenticity
As influencer marketing becomes more popular, some influencers may promote products they don’t genuinely use or believe in, which can erode trust. Audiences are becoming more discerning and can quickly identify inauthentic endorsements, potentially damaging the brand’s reputation. If your organisation intends to engage the services of an influencer, think about who you will select and why. It’s not just about choosing the one with the most followers, of course.
Getting value for money
While micro-influencers can be cost-effective, top-tier influencers with large followings often charge substantial fees. This cost variability can make budgeting and measuring return on investment challenging for brands. Clearly, there’s a strong need to do your sums before deciding whether it’s all worth the initial outlay. As always, there’s a balancing act between what you pay and who you reach.
Does everything measure up?
Measuring the success of influencer campaigns can be difficult. Metrics such as likes, comments and shares provide some insight, but determining the direct impact on sales and brand loyalty is more complex. Without clear metrics, it can be hard to assess the true effectiveness of campaigns. There might be times when you genuinely think the expense was completely justified, but there will also be occasions when you’re really not sure.
Ethical concerns
There are increasing regulations around influencer marketing to ensure transparency. Influencers must disclose paid partnerships, and failure to do so can lead to legal issues and damage both the influencer’s and the brand’s credibility. Additionally, ethical concerns arise when influencers promote potentially harmful products or engage in misleading advertising. It’s always a good idea to think long and hard about the implications before the process begins.
Reliability of your chosen influencer
Relying on influencers means placing trust in their ability to represent the brand appropriately. Issues such as unprofessional behavior, failure to meet deadlines or scandals can negatively impact the brand. The unpredictability of influencers’ actions poses a risk to brand image and campaign success. Even if you think your product is far removed from an errant celebrity who’s just been in the papers for the wrong reasons, you might find that it adversely reflects on you.
The curse of ad fatigue
As more brands use influencer marketing, consumers can become desensitized to sponsored content, leading to lower engagement rates. Oversaturation can result in ad fatigue, where followers begin to ignore influencer promotions, reducing the overall effectiveness of the strategy. Some influencers, even those in the higher echelons, have been known to spread themselves rather thinly.
In the current climate, it’s a great idea to include influencer marketing in your overall strategies, but it’s also good practice to take everything into consideration before signing someone up for your next campaign. Here at Rose Media Group, we know that effective B2B PR comes in many forms, and as a result we’re always happy to discuss options with new and existing clients. If you’d like to find out more, get in touch with the team today at hello@rosemediagroup.co.uk or call 01444 241 341. We hope to hear from you soon.
