Influencer Marketing Advice

026. Influencer Marketing – Fad or For Real? (Opinion)

026. Influencer Marketing – Fad or For Real? (Opinion) 1024 680 Create 8

Influencer Marketing – Fad or For Real?

As of late the spotlight has been pointed with increased scrutiny, right in the face of Influencer marketing. So, it’s understandable that business owners up and down the country are pondering whether what was once deemed as a fad is indeed around to stay, and whether the money involved in a calculated influencer campaign could show a potential ROI.


For those who aren’t really in the know when it comes to the influencer sector, essentially, we have companies paying individuals to leverage their social media standing in order to sell products. Initially influencer marketing was something located primarily in the fast fashion sector, with globally recognisable brands willing to pay the most successful influencers from £10,000 upwards for one social media post, it certainly isn’t for the faint-hearted. However, a well-structured campaign has been known to show massive amounts of ROI for those who are not wanting to stand still while the world moves around them.


The benefits of influencer marketing are much vaster than simply profit. OK I know cash is king but that being said, brand recognition can prove equally as valuable. The advantage of influencers over large scale celebrities is that influencers often have a loyal following who look forward to innovative and exciting new content on a daily basis. In comparison with the hordes of celebrity followers who simply follow someone because of their status. The flexibility of the influencer sector will always be appealing to brands, why? Well, as social media constantly evolves as to do the ways a brand can get seen, for example, Instagram based fashion influencers are now making the most of the latest Instagram TV feature within the app, to show their followers how to style a product in a number of ways, rather than your traditional one static image format.



From the criticism which has arose in the sector, it is plainly obvious that influencer marketing does indeed have some flaws. As the industry grows so do the number of companies selling budding influencers likes and followers, therefore creating figures which don’t accurately represent an influencers marketability. To address this problem, companies who are conducting a well-thought-out campaign will judge an influencers value by their engagement rate. Engagement rate is a metric which is worked out by calculating the amount of likes and comments against the number of followers a company or individual has. Therefore, creating a metric which allows cross-comparison regardless of company size or following.


What are the other worries? Well, lets be honest, we have all witnessed an image whereby the building in the background seems to be warped beyond recognition, and those are just the examples of bad editing. There are plenty of images out there where photoshop wizards have tweaked and twisted reality to make it look as aesthetically pleasing as possible and most of us don’t have a clue. Has editing ever made me question my decision to buy something…Personally, no it hasn’t. Maybe it’s me but I believe intuition and just the slightest hint of FOMO makes me buy something I like regardless. The adverts we have grown accustomed to for as long as we can remember have always been slightly enhanced and that it something we have grown to accept, so why begin to question it now?


Influencer marketing is as far as we are concerned, around to stay. The variety of life is very much at play when it comes to social media, especially as we see Instagram gear itself towards removing likes from photos and creating a marketplace where we like things, believe it or not, because we actually like them! Diversity is something we should embrace, and we personally feel that social media marketing does this more than any other sector. Our main piece of advice would be to go with a forward-thinking company who provides you all the details they possibly can, plan and plan again, and be prepared move constantly with the ebbs and flows of the industry.


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