End of Influence Marketing?

 Just a few decades ago, influencer marketing gained ground in advertising strategies; Seeing positive results, both brands and agencies took on the task of identifying individuals who affected potential buyers to include them in their marketing activities. But is it a viable design? Kantar's 2019 Media Predictions study gives us an insight to the topic.

The call to actions derived from influencer advertising was great for advertisers, because how not to think a public figure who recommends a certain product when they use it? That's the reason why the marketing activities were geared towards influencers, rather than the target market as such.

However, all excess use ends up exhausting the strategy, also in the example of influencer advertising, what was at stake was authenticity. Today, one of the chief challenges for brands is to gain the trust of their customers; Even though, influencers are a potential channel to connect with viewers in a closer and more real way, for that the influencers must be the correct ones and also align with the brand values.

But when she contacted a hotel in Italy, hoping to get a free stay ahead for exposure on social networking, she was bluntly rejected.

"Blogger infestation. We're not interested," was the brief answer.

So-called travel"influencers" like Seder make a living by discussing their own globetrotting adventures on social media and personal blogs. They receive discounts, gifts, or obligations to market places, products, and experiences through their account.

According to a study recently published by Influencer DB, there are more than 500,000 influencers on Instagram, the social network where these profiles work best. This means that 39 percent of those users of the social network possess more than 15,000 followers in their account and they ensure it is an advertisement medium.

At a time when trust and transparency is just one of those facets that consumers appreciate most when choosing a brand, the gain in the number of influencers has meant that both users and brands have lost trust in them.

On the flip side, the number of micro-influencers is also rising, accounts with less than 100k followers, which now represent nearly a third of Instagram accounts.

Moreover these micro-influencers are starting to have greater relevance among manufacturers, as users anticipate their messages more because they believe they haven't succumbed to brands as the influencers with the largest number of followers.

To satisfy with the challenge posed by influencer marketing, companies opt to further refine the selection of influencers they opt to utilize. In this way, businesses increasingly resort to using tools or Apps that help them locate influencers or micro-influencers who have good engagement with their followers.

Some Apps, for example Gamage, Jocial, or Klear can help businesses find which influencers have the best actual engagement and, thus, can best work with their business.

These instruments will be very useful to analyze, in a simple way, the average number of enjoys of each influencer, the comments they have in their very last post, or the value of their calculated engagement, thus defining which influencers are worthwhile for your company and get the maximum out of them.

Check Out : 5 Things about you know influencer marketing