Influencer marketing is the new buzzword these days and everyone seems to be singing its praises. And, it is for good reason. After all, influencer marketing offers better results with lower investments when compared to traditional marketing techniques.
But, it leaves you wondering whether there is a dark side to it as well or the picture is actually as rosy as it seems. If you are one of those people who are questioning the hype around influencer marketing, then you have reached the right place.
Here, I will discuss the benefits of influencer marketing along with the challenges associated with it for two main business aspects.
1. Building Your Brand’s Image
Pro: Influencer marketing can help you build and strengthen a positive brand image. Influencers are trusted by their followers. If they promote your brand, their followers are likely to consider your brand trustworthy as well.
Con: On the other side, working with the wrong influencers can do more damage to your brand’s reputation than good. This is especially true in cases where you select an influencer who is either not from your niche or comes across as inauthentic.
2. Improving Return on Investment (ROI)
Pro: Influencer marketing is comparatively cost-effective than other marketing techniques and can still generate extremely good results. If done well, influencer marketing can help you achieve multiple marketing goals with just one campaign.
Con: On the other hand, if your influencer makes mistakes like not following the FTC’s endorsement guidelines, then it could lead to penalties. If they post inappropriate or spam content, then also it can receive a backlash from their audience.
Final Verdict
While there are huge risks associated with influencer marketing, you can easily overcome the challenges by careful planning and selection of the right influencers.
You can find the right influencers for your campaigns using influencer marketing platforms mentioned in my blog post on ShaneBarker.com.
To learn more about why influencer marketing is the future of marketing, check out the infographic below.
Shane Barker is a digital marketing consultant who specializes in influencer marketing, content marketing, and SEO. He is the co-founder of Attrock, a digital marketing agency. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.
