Posted by Sara Mahmood & filed under Social Media Marketing.

influencer marketing

Many have come to know this time period as “The Age of the Influencer”. But millennials and Generation Z’ers are beginning to trust influencers less than they have been in past years. How could this be? Let’s take a look at why influencer marketing is starting to downward spiral.

Consumers Lose Trust in Influencers

Consumers may start off trusting influencers – after all, influencers built their brand following for one reason: authenticity! Majority of their followers follow them because they believe in what they have to say. But influencer marketing ruins this trust by casting an inauthentic light on an otherwise genuine individual. The fact is – most influencers don’t care if the companies they work with align with their personal values or morals – they just see a fat paycheck. So they say yes to all company offers and start getting paid for their work.

Who would turn all that money down? Most influencers won’t, but consumers will likely be negatively affected. Once they get a sniff of inauthenticity, they are less likely to believe anything the influencer says in the future. 61% of consumers have unfollowed an influencer because “they work with inappropriate brands” or “endorse too many products.” And 43% felt influencers are “often inauthentic” and “work with brands they don’t believe in”.

Brands Pick the Wrong Influencers

Does the Name “Fyre Festival” mean anything to you? The creators of Fyre Festival paid big money to fly out Kendall Jenner, along with Bella Hadid, Emily Ratajkowski, Hailey Baldwin, and many more celebrity influencers to the beach for Fyre Festival. Kendall Jenner reportedly got paid $250,000 to post just one Instagram photo promoting Fyre Festival. All of these women combined have over 120 million Instagram followers.

So why was Fyre Festival regarded as such a spectacular failure in influencer marketing? Fyre organizers claimed all 40,000 tickets would be sold by March 31. By April 27, when the first people started to arrive on the island, the fest had sold only 8,000 tickets. That’s less than 25% of the total available, and many of them sold at heavily discounted rates…after the influencer campaign failed to convert impressions into purchases.

What went wrong? Fyre had failed to pick the right influencers to promote the festival. Influencer marketing happens at the micro-level – influencers that have no engagement with their followers & no authenticity are bound to have dismal connections. This includes most celebrity influencers. From this failure, 94% of marketers stated they were “not likely” or “very unlikely” to seek out big-name influencers for promotions.

Hard to Measure the ROI of Influencer Marketing

Influencers with 50,000-500,000 followers can charge $2,500 for a Youtube video, $1,000 for an Instagram or Snapchat post, and $400 for a Tweet, while influencers with 3-7 million followers can charge $187,500 for a YouTube video, $75,000 for an Instagram or Snapchat post, and $30,000 for a Tweet. This is a very large investment, and most marketers expect to have a huge ROI on these posts. But it is not always as straightforward as that. There is no specific way to measure the ROI on influencer campaigns

It can be hard to improve marketing strategy without having some way to measure it — or even know if it’s working. 76% of marketers agree that one of the hardest challenges of influencer marketing is measuring the ROI.

So What Now?

Instead of beginning yet another inauthentic influencer marketing campaign, why not hand over the mic to your customers instead? Let your company be truly representative of all the people that believe in your brand. Contact us for any and all assistance with your marketing strategy. Check out our blog for more posts like this!


Related Posts

The Rapid Growth of Micro-Influencer Marketing

Remember when big-name, or “macro-influencers” like Kylie Jenner, Selena Gomez, and Kim Kardashian were paid up to a million dollars per post to promote products like Sugar Bear Hair Gummies and Flat Tummy Tea? Luckily, these days are just about over. Their replacement comes in support of a more genuine customer-brand relationship: the age of… Read more »

Google Ads Can Show On YouTube Search Results Now Too!

Thanks to a new change, Google text ads will now be visible in YouTube. This is a major change. Learn what it means for your advertising campaigns and your reach. What is Changing? Google has several search partners, where paid ads can be seen. YouTube is the latest of these partners, which means that your… Read more »

Your Business and Generation Z: Marketing to a New Generation

Generation Z is set to surpass Millennials in 2019 and make up the single largest population segment, comprising roughly 32% of the population. Together, Generation Z and Millennials make up half of the total media audience. But there are some key demographic differences between the two. The oldest Generation Z is 22, while the oldest… Read more »

Facebook Jobs

Are you a small business struggling with filling positions? We have good news for you. Last year, Facebook launched its own job search feature. Never before did we think it would be possible to find a job on Facebook, the adored social media platform. With over 65 million business pages listed on Facebook, it certainly… Read more »

Social Media Marketing – Bare Necessities for Small Business

Social media for local businesses can often seem like a daunting task. Between employee management, bills, keeping the business up and running, basically putting all your sweat and tears into your organization, the last thing you’re thinking about is social media. We get it! Upright Communications is here to be your social media expert at… Read more »