1/ I'm calling it now, we'll see the end of influencer marketing this year. Brands are tired of working with influencers. Consumers are tired of seeing fake posts. Influencers are tired of being influencers. The current model is broken, here's why:
2/ Brands pay more than 10x what they would pay to reach the same number of people in a traditional or digital media buy. Read more on Forbes: bit.ly/10xspend
3/ 46% of marketers believe influencer marketing should be part of their marketing plan, however only 19% have budget for it. Read more: bit.ly/influencerspend
4/ In many cases, the pressure to launch an influencer campaign often means that campaigns have loose metrics. Influencer matching continues to be a huge challenge for marketers. No tool has been able to solve the matching problem.
5/ Nine of out ten influencers say they must already like a brand to accept its sponsorship, and that brand affinity matters more than money. Big Problem: brand affinity doesn't pay the bills.
6/ 71% of influencers' income is almost exclusively from sponsored content, versus more traditional ad streams like display ads, affiliate links and e-commerce. If you want to make money, you have to partner with big brands.
7/ Bad matching = more brand control = fake posts. 80% of influencers say they are deterred to work with brands that control their content too much. Influencers want to create their own brand, not mirror someone else's brand.
8/ Fake posts = low engagement from consumers. What is an above average engagement rate for an influencer post? 4%!! So, what do consumers really want?
9/ Consumers are almost twice as likely to consider a product recommended from a friend rather than an influencer. 61% say they’d be more likely to research a product or service recommended on social by a friend versus only 36% for influencers. bit.ly/influencersare…
10/ If you're thinking about the future of influencers and new channels for brand marketing, please DM me! I'd love jam on content creation, celebrity brands and the death of influencer marketing.
I give VidCon founder @hankgreen & Beautycon CEO @mojism a lot of credit for their work with influencers & brands. Both organizations are driving the industry forward in terms of innovation and education.
