Influencer Marketing: Genius Marketing Strategy, or Overdone and Inauthentic?

With the rise of social media, more and more people aspire to be influencers.

Influencers, or people with massive followings on social media, have a lot of persuasion

over what consumers buy. Social media users are exposed to thousands of products a

day simply through influencers; the fast pace of social media is optimal for brands to

expose as many people to their products as possible. However, influencers make

gaining exposure significantly easier.

It’s a no-brainer why brands want to partner with influencers. Often times, it is

more cost effective to partner with an influencer than it is to execute an entire

advertising campaign. Another benefit is how quickly influencer partnerships can pay

off. Once a popular influencer recommends a brand, their products tend to immediately

fly off shelves. Celebrities such as TikTok influencer Charli D’amelio, or Instagram

moguls the Kardashians, have caused numerous products to instantly sell out. Many

brands, such as Sugar Bear Hair, Audible, and others initially became popular due to

influencers. With so many success stories, multiple other brands have followed suit in

hopes of achieving similar success. However, with the amount of influencer partnerships

in today’s society, is influencer marketing being overdone?

Many believe that influencer marketing is one of the fastest and most effective

ways to increase awareness about a product. However, critics argue that it is becoming

overdone. Alix Earle, a popular influencer boasting over four million followers, was

featured in two Super Bowl advertisements. The majority of Super Bowl advertisements

cast some sort of celebrity or influencer in them. When influencers have dozens of

partnerships, it becomes hard for fans to determine which partnership the influencer

truly supports, and which partnership was purely for money. Partnering with numerous

influencers or multiple brands can cause both the influencers and the brand to be

perceived as inauthentic to viewers, harming both parties.

Influencer marketing often dilutes either the brand’s original voice or the

influencer’s voice. One of Alix Earle’s early viral videos featured her showcasing a

Maybelline Concealer. Alix raved about the low price point, and fans rushed to stores

nationwide to purchase. However, some fans thought it was odd when Alix was

partnering with some of the most expensive makeup brands, such as Armani. Other

times, brands partner with celebrities that make no sense for their target consumers,

diminishing the trust between them and their consumers. There have been numerous

instances across social media where influencers partner with brands that contradict

both parties’ images and values, which is problematic and financially damaging to both

parties.

When done correctly, influencer marketing can be prosperous to both parties.

Some of the most popular products started from social media, such as the famous

Stanley Cup. However, when done poorly, influencer partnerships can be the worst

thing for a brand, diluting their voice and causing distrust amongst their audience.

Brands need to be cautious when partnering with influencers, as influencer marketing

can either put your brand on the map, or make your brand irrelevant for good.