|Kiss and Make Up: Why Marketers Have a Love-Hate Relationship with Influencers
Brands and agencies have a love-hate relationship with social influencers. They love influencers because those content creators can help change the way companies communicate with their audience. But when marketers hand the keys of a brand over to influencers, they sometimes learn the hard way that it’s far too easy to get burned.
“I have a push-pull relationship with influencers,” said Collin Willardson, marketing manager for men’s underwear company Mack Weldon. “It’s important to us that we work with influencers who are authentic with their content and aren’t just chasing the flavor of the month or brand with biggest wallet.”
Over the course of several interviews, marketers reported having four persistent pain points with their social media stars: cost, ROI, follower overlap and timing. A breakdown:
The biggest influencer marketing speed bump is cost, said Peter Sloterdyk, head of entertainment at Meredith Xcelerated Marketing. When influencer marketing started taking off a few years ago, it was very affordable. But as the concept became more widely adopted, the cost of engaging with an influencer began to rise drastically.
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This article was published on Digiday.com. A full link to the original piece is after the story.
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