To influence or not to inlfuence that is the question | by Sibusiso Ndhlovu | Jul, 2023

In today’s digital era, social media platforms like Facebook, Twitter, Instagram, Snapchat, TikTok, and the ever-expanding array of new platforms have amassed billions of active monthly users. This phenomenon has established social media as the paramount form of modern-day digital communication. While celebrities and athletes naturally attract a significant following through their real-life endeavors, the emergence of new platforms continuously gives rise to content creators who ascend the hierarchy. Remarkable individuals such as PewDiePie, Mr. Beast, Zach King, and Khaby Lame have garnered a global audience in the millions. These creators hold substantial influence over their followers, leading brands to frequently seek their assistance in marketing various products and services. Is influencer marketing a worthwhile strategy for brands to adopt within their digital ecosystem?

Here are some key advantages for brands that decide to utilise influencer marketing:

1. Increased Reach: Collaborating with influencers helps brands reach a wider and more targeted audience, thanks to the influencers’ large social media following.
2. Authenticity and Trust: Influencers have built trust with their followers, so when they endorse a brand, it comes across as a genuine recommendation rather than a traditional ad.
3. Targeted Marketing: Brands can partner with influencers who specialize in specific niches, allowing them to reach the right audience that is more likely to be interested in their products or services.
4. Compelling Content: Influencers are skilled content creators who understand their audience’s preferences. Brands can leverage this expertise to create engaging content that resonates with their target market.
5. Social Proof: Influencer endorsements serve as social proof, influencing their audience’s decisions and enhancing brand credibility.
6. Cost-Effective: Compared to traditional advertising, influencer marketing can be a more affordable option, particularly for smaller brands. It also offers a higher return on investment due to targeted campaigns and engaged audiences.(Depending on the clout the influencer has)
7. Increased Engagement: Influencers have a loyal and engaged following, leading to higher levels of interaction and user-generated content.

Remember, successful influencer marketing requires careful selection and clear communication with influencers to ensure a good fit and effective collaboration.

While influencer marketing offers numerous benefits, it also has a few disadvantages that brands should consider:

1. Lack of Control: Brands have less control over the content created by influencers, which may not align perfectly with the brand’s messaging or values.
2. Authenticity Concerns: Some influencers may promote products purely for financial gain, raising concerns about the authenticity of their endorsements.
3. Audience Mismatch: There is a risk that the influencer’s audience may not match the brand’s target market, resulting in lower engagement and conversion rates.
4. Saturation and Overexposure: The increasing prevalence of influencer marketing can lead to audience fatigue and reduced effectiveness of influencer campaigns.
5. Measurement and ROI Challenges: Measuring the success and return on investment of influencer marketing can be complex and challenging to attribute specific results accurately.
6. Brand Reputation Risks: Influencers are independent individuals who may have views or behaviors that conflict with a brand’s image, potentially damaging its reputation.
7. Limited Long-Term Impact: Influencer marketing campaigns typically have a short-term impact, and the effects may fade once the collaboration ends.

It’s important for brands to carefully evaluate disadvantages and weigh them against the potential benefits when deciding to incorporate influencer marketing into their overall marketing strategy. Proper research, clear guidelines, and ongoing monitoring are necessary to mitigate potential drawbacks and increase overall success .

From a personal standpoint, I don’t believe the number of followers one has is in direct correlation to the impact they can generate for brands, especially if they don’t have A-list celebrity status. I have witnessed countless instances in which influencer marketing has gone wrong. Cases in which an influencer’s personal views or actions have led A brand’s image to be tarnished and created a PR nightmare, as well as cases in which influencers have used bots to increase their follower count. There are a number of digital outputs that I believe would be better used to increase engagement and overall brand exposure than influencer marketing.