Influencer Marketing Pros and Cons

Have you ever thought of using influencers to promote your brand or one of your products on social media?

Integrating these content creators into a marketing strategy is effective in improving your notoriety and increasing your sales. They can therefore be a major asset. According to a 2019 Rakuten Advertising report, eight out of ten consumers bought a product based on an influencer’s recommendation.

Before you jump in, here’s an overview of the pros and cons of influencer marketing.

Benefits

In 2021, Pew Research revealed that 81% of American adults used the YouTube platform and 69% used Facebook. Which means the vast majority of your customers visit a social network every day. Forbes also points out that even B2B brands like Adobe, SAP, GE and PWC are now doing business with influencers.

Touching niches
If you want to target a specific clientele, you could choose to collaborate with a micro-influencer followed by a niche of consumers. Brands are increasingly likely to partner with influencers with a smaller pool of followers, making them more authentic.

Credibility
According to a report by the HubSpot agency, 58% of brands reported an increase in their credibility with their target after such a campaign. Influencers usually have an audience that trusts them. They can thus communicate a positive experience with your product in a plausible way.

Affordable
Generally, influencer marketing campaigns are considered cheaper than those delivered through traditional channels. And the competition is strong! It is therefore a great way to test different strategies, by betting on different influencers, for example.

Disadvantages 


The right influencer does not fall from the sky

Adopting those who will make your brand shine is a long process. Hence the importance of finding the person who will adhere to your products and your values. Better to choose a micro-influencer who really matches you than a star influencer who doesn’t really believe in what you do.

You associate the image of your brand with his

This is the consequence of the previous point. An influencer marketing strategy can be a double-edged sword. As you attach your brand to a content creator, the latter’s behaviors can lead to negative consequences for you. Has he ever collaborated with one of your competitors? Does he have experience in this kind of partnership? There are dedicated agencies that will help you find the right ones for you.

Beware of misleading advertising

Content marketing is governed by the Competition Act. The influencer must clearly indicate the promotional nature of what they publish and disclose the benefits they derive from it, otherwise your campaign risks being passed off as disguised advertising, which will harm everyone. This is where the difficulty for these experts lies in promoting your brand in a natural way.

Not always easy to measure the impact

The impact of a campaign is expressed in different ways, including the number of clicks, shares, reactions and comments. To evaluate the results, you must establish clear objectives whose achievement will be calculated by quantifiable performance indicators. If you want to know the number of purchases made through a particular campaign, it is possible to provide the influencer with a promo code and UTM links that you can track through Google Analytics.

Having found the right influencer for your business is definitely a great card to have in your game. Over time, you can develop a winning relationship together. But choosing the right person(s) takes effort. Remember: you have no control over what they do. One misstep can hurt a lot.

Eleanore Frinqois

Eleanore Frinqois, Lead Editor at BusinessGrowthCoaching.co.uk is a business leader with over 30 years in both start-up and enterprise level organisations. Previously Operations Directer at a £1.8BN media group, alongside setting-up and later selling 3 digital brands - Eleanore has expertise across all aspects of business growth.

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