Top Pros and Cons of Influencer Marketing

 



In recent times, the term 'influencer marketing has been gaining popularity rapidly. Influencer marketing is more dominant on Instagram. There Is a separate term for them, which is 'Instagram Influencer". Whatever may be the platform, social media influencers are becoming a crucial part of the marketing strategy of any organisation. There are both pros and cons of influencer marketing. Some of them have been illustrated below:

Pros

Huge Follower Base: Usually, people who are called influencers have a huge number of followers following them for their content. Some of the most famous influencers in the gaming industry include Linus, PewDiePie, and Markiplier. If they endorse any software or hardware-related gaming such as a mouse, keyboard, motherboard, etc., The followers tend to grow some confidence in the brand and take the initiative to buy the product (Andrews, 2021).

Good ROI: The return on investment in influencer marketing is comparatively low. Usually, most influencers agree to endorse products for usually less amount of money and with a few free products from the brand. For Instance, Sephora and The Body Shop give away the make-up items to the influencers with which the influencers advertise to the followers.

Building Trust: It is hard for people to start trusting a new brand or switch to a different brand when other alternatives are present. This is where influencer marketing helps organisations gain credibility (Andrews, 2021). As per common logic, influencers will not promote such products that are flawed or are not good enough. So, when an influencer urges the followers to try out the advertised products, the followers get the confidence to spend their money and try out the suggested product/ services. For Instance, when a MasterChef winner endorses a specific spice or makes a dish using spices, people feel encouraged to try the same spices for cooking similar dishes.

 

Cons

Influencer Marketing does not always work in favour of brands. Sometimes, the marketing efforts even backfire. The cons of influencer marketing have been stated below:

Hard to Measure: Much like the goodwill. For an organization, the ROI or return on investment calculation is difficult for influencer marketing. When an influencer marketing campaign is going on, organisations have to keep track of multiple metrics such as the nature of the comments, number of clicks, number of reactions on the posts, number of shares, etc. Measuring the actual return from influencer marketing is very difficult. That is why many traditional organisations do not prefer applying the influencer marketing model (Henderson, 2021).

Wrong Choice: It is not uncommon to choose an influencer who is not the right fit for the organisation. While picking influencers, organisations need to be extra careful not to make a mistake (Henderson, 2021). Even if the influencer does not have any controversial record, there is always the risk that they might contract controversy along the way. Such controversies could also affect the brand image of the products/services being promoted by the influencer. For Instance, Logan Paul was one of the biggest SMM influencers. But after his insensitive content on the Japanese suicide forest where he kept on filming after a dead body was found, his follower count took a massive hit. Along with his image, many brands also took the hit on their images as well.

In conclusion, it can be stated that Influencer Marketing has become an essential marketing tool and brands have to be careful while choosing influencers for the organisation.

 

 

 

 

 

 

References

Andrews, D., 2021. [online] Shanebarker.com. Available at: <https://shanebarker.com/blog/pros-and-cons-of-influencer-marketing/> [Accessed 30 October 2021].

Henderson, G., 2021. What Is Social Media Marketing?. [online] Digitalmarketing.org. Available at: <https://www.digitalmarketing.org/blog/what-is-social-media-marketing> [Accessed 30 October 2021].

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