Influencer Marketing: The Good and the Bad

Social media and the internet have significantly affected society, culture, and the economy during the past decade. People can rely on the internet to find any information they like such as Spectrum customer service number. Similarly, they go on social media to interact with their friends and family. Lately, influencer marketing has emerged as one of the most notable results of social media. In the past, many marketers viewed influencer marketing as nothing more than a fad. But things have changed!

By the end of 2022, it’s predicted that the influencer marketing sector’s value will hit a new $16.4 billion. Previously, in 2021 it was $13.8 billion.  Influencer marketing is now rapidly recognized as one of the most productive strategies for expanding a company’s customer base and generating more income.

Understanding Influencer Marketing

Influencer marketing is a complex strategy with many moving parts. To sum up, it is a subset of social media advertising in which companies collaborate with social media influencers (those with a large and engaged following) to promote goods and services.

Followers of famous people on Instagram may have noticed that they often post about products they are endorsing by tagging the brand’s social media accounts and including hashtags. The influencer is compensated by the brand in exchange for promoting its items to its enormous audience of potential buyers on social media.

If you have doubts regarding the efficacy of influencer marketing, studies have shown its effectiveness. 74% percent of consumers said they trust social media reviews, particularly those from influencers, when making a purchase decision, according to studies.

Pros of Influencer Marketing

Influencer marketing is undoubtedly fantastic for every brand and business to reach its customers. So, here are the top 3 pros you need to know!

1. Reaching Relevant Audience

Working with the right influencer can boost your brand’s social media marketing efforts and get you in front of the people who are most interested in your product or service.

Per the co-founder and micro-influencer Daniel Troesch, the influencers have cultivated faithful followings on their own by connecting to these networks. Marketers may attract prospective new purchasers more successfully than with branded content.

2. Builds A Channel of Trust

Trust is earned over time, and individuals put their faith in those they follow on social media. Therefore, if an influencer endorses a product, their audience is more inclined to trust that endorsement.

Because of this, one of the primary benefits of influencer marketing is that it aids in establishing and strengthening a brand’s credibility in the eyes of consumers. However, collaborating with genuine influencers who are authoritative in their fields is essential for establishing credibility and trust.

3. Pocket Friendly

Micro-influencers can be reached with little effort and a modest budget. Compared to partnerships with famous people, this type of partnership is more cost-effective. Influencers new to the field will sometimes accept freebies for their services.

One strategy to get the word out about a new product or service in a given market is collaborating with a network of micro-influencers in that field.

Cons of Influencer Marketing

Influencer marketing has some cons as well. Here are three of the major ones:

1. Wrong Influencer

Finding the ideal influencer for a marketing campaign is time-consuming for brands. Your brand reputation might be a bad hit if you don’t work with the correct influencers. As per a survey, 61% of marketers struggle with finding the best influencers for their campaigns.

In case of the wrong influencer, you will never reach your potential audience. In case of a bad image, the public never believe what the influencer says. In fact, less than 5% of people the information about such influencers.

2. Difficulty in Measuring Results

You made significant efforts to identify suitable influencers and implement the campaign. However, your campaign’s success or failure depends on your ability to manage and monitor its progress.

However, it can be challenging to gauge influencer marketing’s success by looking at metrics such as the number of people who bought into the influencer’s pitch.

3. Mistakes of Influencers Can Cost You Everything!

Since influencer marketing is still new to the market, it is only natural that marketers will make some mistakes. There is no rule book for influencer marketing. Therefore, most of the time, companies learn from their successes and failures.

The most brand-damaging mistakes include:

  • Failure to disclose a sponsored post
  • Putting out something that isn’t relevant to their audience
  • Refusing to follow the Federal Trade Commission’s endorsement guidelines
  • Bot-assisted follower and interaction growth


Even with the cons, the pros make influencer marketing the most successful way of promoting a brand. Do remember that authenticity is the only thing that makes or breaks influencing marketing.

Real influencers help you connect with many people, find your ideal clients, and earn their confidence. In its absence, influencer marketing can wreak havoc on a company’s reputation and bank account.

About the author
Andrew Smith

Leave a Comment