written by
Mayukh Saha

The Good And Bad Of Influencer Marketing

Influencer Marketing 4 min read

Social media growth has brought a variety of challenges for various brands and marketing agents. There has been a steep decline in traditional media and advertisement. Thus a more unique taste has to be brought up to entice the audience. This requires a creative field like the influencer marketing field.

You must’ve seen various Instagram hashtags which say #influencers, but what does that really mean? Social media influencers are social media users who have established themselves in a specific field. They have become the face of credibility. Due to their large pool of followers, they can persuade their audience group too. Since they have a positive relationship with their audience base, they are seen as genuine. These influencers would motivate about fitness and some would motivate about body positivity, etc.

Influencer Marketing Statistics (Source: https://www.tomoson.com/blog/influencer-marketing-study/)

Influencer marketing targets a strategy that focuses on certain individuals only to market their products or tools. It is seen as the most popular guerrilla strategy in the last decade. When one searches on Google about influencer marketing, it will show the rapid growth of it from 57% in 2015 to 98% in 2018! This shows the development and profit that people are gaining from this practice. For every USD 1, you spend on targeted influencer marketing, you will get back USD 6.50 on average! You too can dip your fingers in influencer marketing and create your own mark.

Here are some pointers for beginners and pro alike. Read ahead and you can then decide if influencer marketing suits you or not.

Pros Of Influencer Marketing

1. You Can Reach Your Relevant Audience

Gordon Matta Clark
Photographer: Antenna | Source: Unsplash

When you collaborate with the perfect influencer for your product, you end up reaching the correct audience. Make sure that you carefully choose the influencer who carries a similar idea as you have for your product.

For example, if you are in the hotel business, your target should be the influencers who are travellers or food bloggers covering different places, preferably with an international audience base. This would give you a proper audience who would readily invest in your business if they follow the influencer.

2. You Will Get The Opportunity To Build Credibility By Trust

Over a year ago I took this photo from a place I loved, but basically was shunned from for really no reason. These hands are held out to catch someone in a trust fall. Its about trusting the right people, not everyone. I’ve learned since then, then I thought I could trust certain people but as you could tell, trusting is hard.This has been in my college’s new media showcase during an art event. Photography isn’t my strongest suit, illustration is, but I do enjoy capturing moments that made me happy, I hope you like it too.
Photographer: McKenna Phillips | Source: Unsplash

Trust and credibility take time to build up. The followers of the influencers have a lot of trust and faith in their influencers. If those influencers use your product and quote your product then that builds credibility for your brand’s name as well.

3. Your Brand Covers Masses

When the likes of the influencer’s post reaches millions at a time, it shows that your brand, featured, has reached at least that many people. As per a survey on influencer marketing in 2018, which took 22000 women following influencers, 45% of them ended up buying the products used by them.

The questions and answers bar makes the post engaging with the audience and the reliability of the product grows.

4. It Isn’t That Expensive

Since you will be targeting very few influencers and they are in abundance these days, the micro-influencers would not cost you much. Now that you have focused on spending on the selected influencers of small scale and not huge celebrities, it won't burn a hole in your pocket!

Cons Of Influencer Marketing

1. Getting A Wrong Influencer Can Negatively Affect Your Brand’s Name

It takes effort and time to find the perfect influencer for your brand. There are also those influencers who match with your product’s ideology but their way of propagating your product is flawed. It is necessary that you find the perfect influencer else it would all go downhill from there.

2. Results Are Difficult To Measure

Crunching the numbers
Photographer: William Iven | Source: Unsplash

Since the influencer marketing technique is still not fully established in the market, mistakes are going to happen. There are just a few ways of marketing a product for the new and small scale influencers yet. Although, there are some usual mistakes made by the influencers. They may not reveal that the post was sponsored by your brand or posting the content that does not promote the product and posting the product without mentioning how it can help the users.

3. Involvement Of High Risk

Photographer: Markus Spiske | Source: Unsplash

If there is an influencer who cannot work effectively to promote your product then all your investment would be in vain. This inability of creating impressive content consistently by the influencers can result in all your money going down the drain.

Overall there are various other pros and cons of investing in Influencer Marketing, all you have to do is look for your perfect influencer with the mutually resonating ideology of your product and the influencer.

Making your way in the influencer market? You can join our academy and my friends Garrett, Marc and Jara will guide you and push you to become an effective influencer. With their courses and their videos, they will fast track your career of becoming an influencer marketer.

You can also learn more about creating a better world through your business by watching this video.

Influencer marketing marketing skills expand your brand