The New Age of Influencer Marketing

The brands are shoveling billions into influencer marketing. Many of the campaigns, however, have failed to serve up valuable results. According to a 2021 report from Influencer Marketing Hub, 49 percent of marketers are struggling to measure how much return they are getting on their influencer marketing efforts. This frustrates the companies and blanks out the way they can connect with the people.

Agitation

Influencer swamping the market makes it difficult for brands to stand out in this tide. Most of them are working with the big-name influencers these days, only to realize that big names are not equal to big engagements. On the contrary, micro-influencers - those who have smaller but devotedly engaged followings -- often do better on the score. It's a matter of wasted budgets and missed opportunities.

Solution

Authenticity, now in vogue as the emerging trend in influencer marketing, proves to create more strong long-term relationships. Take, for instance, Glossier. The beauty brand managed to increase sales by 600% within such a short period through collaboration with micro-influencers. Micro-influencers are more engaging compared to influencers, making them a better option for a business. Instead of creating real connections, a brand could leverage data-driven thinking in executing influencer marketing campaigns for growth. There have now emerged new types of culture that allow for more relevant interaction and even higher ROI.