Consumers are hit by hundreds of new product impacts across all channels, so they are not usually on the lookout for new products when consuming influencer content.
As AdWeek points out , when a content creator promotes a new product, this action can be perceived as less authentic. Because it is a new release, followers feel that they have not had the opportunity to test the product thoroughly , and as a result, they would not have a genuine opinion of it.
6. Influencer marketing only serves to reach the youngest
Members of Generation Z or millennials are not the only ones consuming influencer content . While apps like TikTok have a large number of young users, social media is pervasive.
Older audiences are also found on social media: according to Statista, 61% of Instagram and TikTok users are over 25 years old . Therefore, brands must abandon the myth that australia number screening influencer marketing only allows them to reach younger people.
7. You can't measure the success of campaigns with content creators
While measurement is a complicated task in the advertising world, especially through digital platforms, achieving consistent and rigorous measurement is possible. After all, influencer campaigns are just another form of marketing.
When advertisers measure their social media actions like they do with other media, using variables such as engagement, conversions, sales and potential for long-term impact, they will be able to analyse the impact of their campaigns alongside influencers. According to Gonca Bubani, Global Thought Leader, media at Kantar, for AdWeek, “the lack of a systematic measurement strategy has held back the world of influencer marketing from going full speed ahead,” he says.
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