Over the years, businesses have been using influencers for their ads and commercials to get a more effective marketing. Using influencers has been seen as a unique, exciting, and effective way to advertise a product or a brand. But not all influencer marketing has ended with a great result. According to the research from Association of National Advertisers (ANA), 19% of marketers were said that the technique of an influencer is ineffective.
The strategy of having an influencer to market a brand's product has been getting common over the time. Things are constantly changing even in the marketing and advertising area and they go hand in hand with obstacles and challenges that's becoming more frequent. Let's look at some points on why influencer marketing does not work.
Working With Wrong Influencer
When businesses see their competitors or others working with influencers to market and advertise their products, they are tempted to do the same.
Most influencers that we know out there has controversies or scandals that just gives a bad reputation to the brand. Sometimes it is also hard to match an influencer with the brand and it can be a time consuming for the business.
Cases like a YouTube influencer, Logan Paul, had a controversial video that was buzzing at the time of when he uploaded a video of visiting Japanese suicide forest, Aokigahara.
Online viewers were disturbed by it and called it "disrespectful" and "disgusting". Though humans make mistakes, for a business industry, it's better to cut ties with problematic influencers before it becomes a bad investment.
When influencer marketing was new at the time, it was more straightforward. An influencer will get compensated for the work they did, like creating a content and promoting the product given. Nowadays, an influencer would demand more money just for a content or a special Instagram post for the product.
Lack Of Engagements
Influencers may have millions of followers following them on social media. But, if the influencers have many followers with low engagement rates, this will give a low ROI to the brand/product. Influencers can also be deceitful. Meaning they can artificially increase the number of followers and engagement on their posts.
Another famous influencer, Kendall Jenner and Proactiv+, had a case of questionable honesty. Her followers stated that before getting sponsored by the brand, she talked on how her dermatologist helped with her skin problems. Even after Proactive uploaded a video of Kendall sharing how the product helped her skin improved, the followers didn't believe it.
Difficult To Measure Results
Measuring the influencers' ROI seems to be a big challenge. From the previous point, influencers can artificially increase the number of followers and engagements. In a way, numbers shown can be manipulated deceived by the fake accounts, likes, comments, or followers. Katy Perry, being the 2nd most influential woman on a social platform, Twitter, has more than 24 million fake followers.