Wondering if this trend is worth the shot? We break down for you the good, the bad and the ugly of influencer marketing.

Influencer marketing is a word-of-mouth technique that uses credible individuals with a dedicated social following to endorse products and services. They are often viewed as experts within their niche and have earned the trust of their audiences. Consumers are naturally skeptical and quick to distrust advertising. However, they are more inclined to rely on a product recommendation coming from a friend, family member or personality they admire.

The trust existing between consumers and social influencers causes many followers to buy recommended products a lot quicker than customers being exposed to advertisements through other channels.

But do not think this is a one size fits all method. It takes a lot of time and effort to find the right influencer. If done wrong, influencer marketing could harm your brand. Here are some things to consider before jumping in.


The Good

Influencer marketing can help you: 

  • Build trust and credibility. The public ideally knows and trusts your chosen influencer and may feel inclined to trust your brand, too.
  • Reach your target audience. Your offer has more chance to resonate with a pre-targeted demographic and drive sales. 
  • Improve brand awareness. Having a third party speaking about your brand story can do wonders for your reputation.
  • Broaden your reach. Influencers might spread the word to unique demographics and show you untapped opportunities.  
  • Reduce sale cycles. According to research, customers are more likely to purchase quicker via influencers’ recommendations than any other form of marketing.


The Bad 

Although highly effective in some contexts, influencer marketing can also be: 

  • Costly to sustain. Rates vary from person to person. Some can involve huge sums of money, especially with well-established influencers or celebrities. 
  • Deemed ‘fake’. There are a lot of influencers out there and some customers don’t find the whole ‘intimate marketing’ genuine. 
  • Difficult to measure results. Unless you include a special discount code, very few tools allow you to measure the success of a campaign.
  • Risky investment. You don’t have a tangible guarantee of ROI.
  • Risky branding. The wrong influencer can damage your brand reputation. 


Our Advice 

Truth is, you shouldn’t jump in without preparation. The key to successful influencer marketing is to have a reliable strategy. Establish clear objectives: Who do you want to reach? Which product has more chances to succeed? What are your sales objectives? 

Research your niche and target audience before thoroughly selecting the right influencer who will bring value to your business. Don’t just pick the shinier profile with the most followers or likes, though it is a valid benchmark. Choose someone whose profile and message match your brand value and identity. You want to partner with an influencer who has built a deep and genuine connection with its fan base and can promote your brand honestly.

Examine their audience and engagement. How do they keep followers engaged? Are the comments real? Prioritise quality over quantity. Look at the ratio between their amount of followers versus engagement. It will give you a good idea of their overall performance.

If you’d like to chat about influencer marketing, please get in touch.  I offer a FREE 30-minute consultation