Nowadays, many companies choose to invest in influencers in order to market their products and services and to maximize their profit. The fact that the influencers are close to their followers and are considered as leaders of their community is an effective way of marketing a product since the followers want to look like the influencer or at least have the same lifestyle.

However, Cision did a research which shows that the consumers are starting to get tired by these sponsored campaigns that the influencers share daily. Indeed, 76% of the marketers that participated in the research predict that the consumers will lose interest in the advertised products and in the influencers themselves.
Even if the marketers believe that the influencers’ marketing will tire the consumers, 74% are ready to invest more in this channel since they believe that it will boost the consumers’ engagement, trust and visibility of the brand. With this type of advertisement, the marketers have the ability to use as key performance indicator the number of shares, like and comments that the post has, the traffic on the website, the impressions and the subscribers that register to their web page or social media page. Moreover, the influencers’ marketing is more attractive to the brands that have B2C strategy since they want a direct link with the consumers while the B2B brands rely and prefer to invest on the journalists and newspapers.

Thus, the specialists in marketing and communications should take into consideration what their customers and clients are looking for before investing in any influencer and what kind of followers has the influencer in order to stay within their target segment and have a high return on their investment.

Reference:

– Marketing d’influence : Qu’en pensent les professionnels ?