Influencer marketing is becoming a necessary component of media buying, not merely an occasional trend. Influencers give marketers the opportunity to efficiently contact broad audiences.

Influencer marketing works well in both consumer and business-to-business (B2B) marketplaces. According to a Forbes study, 84% of decision-makers rely their buying decisions on referrals.

Is It Just Fast Selling?

Brands that need results quickly frequently turn to influencer marketing as a solution. Most brands do not consider the impact on their brand image since they view influencers as an extension of their sales channel.

Compared to other channels, influencers have a stronger ability to persuade their target audience. They consequently have an impact on the image of the brands they deal with. This impact is greater than that of any celebrity, as well.

Therefore, while engaging with influencers, marketers must establish long-term strategies and do so by observing the influencer’s long-term behavior.

What About Measuring?

Measuring the return on a media investment is one of the key principles of media buying. Working with influencers, nevertheless, has shown us that this measurement is not done sufficiently. Despite the recent emergence of standardized metrics, the majority of brands do not use them.

Is More Always Better?

One of the biggest errors marketers make is assuming that an influencer is better the more followers they have. When collaborating with influencers, it’s important to consider both the size of their audience and their capacity for persuasion. We are aware that the majority of microinfluencers are more productive and operate on considerably less budgets than those that target large audiences.

Big brands must recognize that influencer marketing is not a viable side hustle. There isn’t a “one size fits all” answer available. Each brand must create unique plans for each of its campaigns and overcome its fear of challenging setups in real life.

Influencer marketing is a powerful media tool when long-term tactics are explored and implemented properly. To do this, we must take influencer marketing more seriously, monitor our ROI, and build enduring connections with the influencers we collaborate with.