Busting 7 Common Influencer Marketing Myths
When you do a Google search on influencer marketing, it is pretty evident and common to have both positive and negative comments about this sector. With experts stating that the industry will continue to grow and companies will be flooding influencers like never before, there will be the emergence of new influencers. It also means that there will be good advice related to influencer marketing, and there will also be some fantastical ideas that can lead any business considering engaging in influencer marketing rethink. Unfortunately, a few common influencer marketing myths are making rounds in the market and spreading misinformation.
You can indeed search for the benefits of influencer marketing and understand why and how it is becoming essential for any brand (refer to earlier blogs on the benefits of influencer marketing). But if you are apprehensive about whether to invest in influencer marketing because of the negative reviews you have read, which can be any of the following will mention, we will help you to understand better why they are just influencer marketing myths.
Myth 1: Influencer Marketing Is Losing Its Popularity
It is pretty evident that the influencer industry has quite a lot of naysayers. For example, one of the sections believes that the height of influencer marketing is over and is on a slowdown. However, if statistics are to be believed, then it is nothing but a myth.
In 2018 the influencer posting counted about 3.7 million on Instagram. The global value market of influencers in 2022 will be about $13.8 billion, and with 46 percent of marketing professionals planning to increase their investment in 2022, it will increase significantly.
Myth 2: Only Online Content Is Important
The idea that influencer marketing is all about creating online content is often a misnomer. Since the emergence of the influencer marketing strategy, offline campaigns, like word-of-mouth, about the product experiences shared by the influencers with their friends and relatives work amazing for the products.
In the market, many offline nano-influencers are being activated by the brands to supplement the product trials, spreading the word and even distributing vouchers for the brands.
Myth 3: Don’t Use Influencers With Small Followers
One of the most prominent myths is that only influencers with large followers can do the trick for your business. As a result, micro-influencers might seem like tiny players in the market compared to mega and celebrity influencers. Also, nano-influencers might seem insignificant. But the reality is that micro and nano-influencers are performing better than ever before.
Brands that have been working with influencers believe that small influencers give them better results compared to celebrities and mega influencers. This is because the smaller influencers have higher audience engagement and better influencing abilities for their authenticity.
Myth 4: Only Big Brands Work With Influencers
If you thought that only big brands like Balenciaga worked with Kim Kardashian or Selena Gomez, the influencer of Coach, you are wrong. While big brands work with the celebrity of mega influencers, the reality is that smaller brands also work with influencers and micro and nano-influencers because of the impact they have on the audience.
Furthermore, even big brands, while working with mega influencers, also connect with micro and nano-influencers because they have better engagement with the audience.
Myth 5: You Can’t Measure ROI
Analyzing the marketing results is essential to know whether the campaign is successful. Unfortunately, there is often this misconception that a brand cannot establish the metrics to measure success with influencer marketing. The reason being the brand doesn’t have the data to understand the result.
It couldn’t be further from the truth since there are several ways to measure the success of the influencer’s impact on a campaign. For example, website traffic can be analyzed, engagement rates can be measured, calculating the new subscriptions ordered, how many vouchers or special codes the influencer has been using, and tallying the new links. All these can be used to measure the ROI.
Myth 6: Too Much Effort For Little Profit
The process of going through several social media platforms to find the influencer is gone. Brands can now use different tools and other influencer marketing strategies to find the right influencer. Brands no longer have to take the chance of having a successful campaign with the help of influencers based on their followers only.
There are now networks, databases, agencies, and marketplaces for influencers. These places do the vetting of the influencers for the brand. They also help track the influencers’ success while supporting the brands to align with the influencers suitable for their promotions.
Myth 7: Influencers Only Work For Money
Indeed, mega and celebrity influencers work only after getting a hefty compensation (mainly monetary) for promoting a brand. But that is not the case for nano and micro-influencers. On the contrary, there are many cases where these influencers are willing to collaborate with brands for some free or other compensation. Sometimes even for free, because they believe in the products and the brand.
You are wrong if you think influencers are the talk of all the industries now and it is a fad that will pass. They are here to stay and prosper. Hence it is time you invest in influencer marketing to leverage their audience reach for your brands and products. If you do not know where to find the right influencer who will be best for your business, contact Afluencer, the best platform to discover the right influencers.