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Influencer marketing - Boom or Bust?

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    Philip Muellerscheon
  • avatar
    Valentina Matiz
A colorful digital medusa with snakes replaced by a web of social network icons in various sizes on a teal backdrop.

In recent years, influencer marketing has experienced a remarkable transformation, quickly becoming a crucial part of digital marketing strategies worldwide. Influential personalities with large followings are utilized to boost brand messages and awareness, changing how businesses connect with their audiences. Its growing popularity is evidenced by its expansion into a $21.1 billion industry by 2023, as highlighted in the State of Influencer Marketing 2023: Benchmark Report. This represents a significant 29% increase from $16.4 billion the previous year, demonstrating the strategy's robustness and appeal.

However, as influencer marketing continues to surge, questions about its sustainability and effectiveness have emerged. This article dives into the evolution of influencer marketing from an emerging tactic to a key brand strategy and examines the challenges it may encounter ahead.

A bar chart showing the market size of influencer marketing over 2016, 2022 and 2023.

Decoding Influencer Marketing

Influencer marketing represents a nuanced form of advertising where brands collaborate with social media and other entertainment personalities to promote products or services across various media platforms, notably Instagram and YouTube. As Forbes outlines, this marketing strategy transcends traditional celebrity endorsements by leveraging individuals who have cultivated trust and a loyal following within specific niche communities.

Influencers, distinguished by their expertise or strong connection with their audience, play a pivotal role in conveying a brand's message with authenticity, thus effectively reaching and “convincing” targeted demographics.

According to this source, the economic value of influencers is often determined by their social media following and preferred platform, with industry standards indicating a rate of $1,000 for every 100,000 followers on Instagram, and $100 for every 1,000 views on YouTube.

The democratization of media through the internet and social media platforms has fragmented traditional mass media audiences, posing challenges for brands aiming to capture consumer attention. Influencer marketing emerges as a strategic response to this dispersion, enabling direct engagement with specific audiences through trusted figures. This approach not only circumvents the growing consumer skepticism towards conventional advertising but also fosters a genuine connection between brands and their target markets, advocating a trust-based relationship pivotal in today’s marketing landscape.

Return of Inversion versus Platform Dominance

Instagram's popularity among marketers, with 72% using it for influencer collaborations, highlights its effectiveness in delivering high Return On Investment (ROI). A report mentioned in the Influencer Marketing Hub (IMH going forward in this post) article reveals that 30% of marketers regard Instagram as the platform offering the highest ROI for influencer marketing, underscoring its effectiveness in driving engagement and conversions. Despite being relatively new, TikTok has rapidly ascended to the second position, with 61% of marketers utilizing it, followed closely by YouTube and Facebook.

Despite Instagram's prominence, it's essential to note that TikTok shows exceptional engagement rates, even for influencers with large followings, suggesting an untapped potential for future ROI. Data from the IMH State of Influencer Marketing 2023 report indicate that engagement rates on TikTok vary between 10.53% for accounts with over 1 million followers and 15% for accounts with 1,000 to 5,000 followers.

A pie chart showing TikTok engagement rates by follower count where followers of 1000-5000 get a 58% engagement rate and those over 1000000 a 41% engagement rate.

Let's Talk about the Numbers

The adaptation of dedicated budgets for influencer marketing is another notable trend. The 2023 IMH report found that 82% of respondents plan to have a dedicated budget for influencer marketing, a significant increase compared to previous years. This financial commitment underscores brands' conviction in the long-term value of influencer marketing.

Investments in influencer marketing are correlated with increases in engagement rates. A study mentioned in the IMH article revealed that even a 1% increase in influencer marketing spending can result in an engagement boost of nearly 0.5%. This relationship suggests that strategic adjustments in spending could lead to substantial improvements in audience engagement.

But Will This Trend Persist…?

The inclusion of Artificial Intelligence (AI) and Machine Learning (ML) in the industry promises to revolutionize influencer identification and content relevancy distribution. The anticipation towards more widespread use of these technologies reflects optimism in the industry's ability to enhance the efficiency/effectiveness of influencer marketing campaigns.

Simultaneously, the decline in influencer fraud, with the percentage of accounts affected by fraud reducing to 36.68% in 2022, indicates significant progress in the authenticity and reliability of influencer marketing campaigns. This positive trend is crucial for maintaining brands' and consumers' trust in these marketing strategies.

A line chart displaying the decrease in influencer fraud from 50% to 37% from 2021 to 2022.

Staring down the challenge - Organic Reach is Dead

The diminishing organic reach on social media platforms like Facebook, Instagram, and X poses significant challenges for brands, especially as it pertains to influencer activations. Forbes highlights this trend, noting that even well-crafted content struggles to achieve visibility due to algorithmic constraints, with organic posts on Facebook engaging just a tiny fraction of a page's audience. This scenario underscores the importance of augmenting organic and influencer marketing efforts with paid advertisements to ensure content reaches its intended audience.

A strategic blend of influencer marketing and paid promotions to maximize content visibility and engagement should be the goal for every brand. By supporting high-performing influencer content with paid boosts, brands can significantly improve their marketing campaigns' effectiveness. This approach not only enhances click-through rates and lowers cost-per-click but also navigates the shift towards paid content, offering a comprehensive strategy to achieve broad, impactful engagement in the evolving social media landscape.

Ads at the Heart of the Trend

Understanding the challenges of organic reach on social media, revolutionizes how brands amplify their content, including regular social media post content and that of influencers. Tincre’s platform excels in integrating online ads to expand the visibility of organic content, ensuring that your message reaches beyond the limitations set by platform algorithms. Whether it's elevating a brand's daily communication or maximizing the impact of influencer partnerships, provides a seamless solution for enhancing reach and engagement.

This approach effectively counters the challenge of declining organic visibility on platforms like Facebook, Instagram, and others, while capitalizing on the genuine connection and authenticity that influencer marketing brings. Tincre amplifies the reach of both everyday brand posts and influencer collaborations through strategic paid promotions, ensuring all content receives the visibility it merits. In an ever-changing digital landscape, provides marketers with the necessary tools to adeptly navigate online advertising complexities, offering customized solutions that resonate with brand objectives and the evolving patterns of audience engagement.

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