The real value of an influencer is the authenticity and reliability of their endorsements. They know what they speak and share from their real world experience.
It is safe to say however – that when it comes to influencer marketing – the scope of influence and engagement has been shrinking. The glut of influencer and AI-generated content has followers scratching their heads and wanting to understand what is true and believable.
Followers have become more selective about who they follow, with average engagement ratios falling across the social platforms. In 2023, TikTok had the highest engagement rate of all the social platforms at 4.24% . Followed by Instagram at .60% which is a pretty impactful drop from a previous average engagement of over 1.22%. Facebook recorded an average engagement rate of 0.15% and Twitter of .05%. [Source:Social Insider Blog https://www.socialinsider.io/blog/social-media-industry-benchmarks/#engagementinsights]
Sadly, we now see fewer posts from friends we trust while our social feeds are dominated by paid influencers and brand buys. Web users want a cozier and safer web with more intimate conversations. With AI-generated content becoming more prevalent, consumers are sharpening their critical faculties. Rather than posting their content, friends are increasingly trending toward the messaging function of social media apps to share private communications and content.
Influencer marketing can be an effective strategy for short-term brand promotions, especially for such highly visual products as fashion, travel, food, and beauty. However it can come with risks and challenges,reflected in weak response rates stemming from poor digital management, a weak communications strategy, a glut of content, and general apathy by the social platform users.
Five key factors to remember when choosing an influencer for your brand:
Authenticity and Trust Issues
Fake Followers and Engagement
Misalignment with Brand Values
Legal and Compliance Risks
Fluctuating Trends and Popularity
When formulating their marketing strategy, it is vital for managers to choose the right influencer and influencer analytics tool. To get started, you’ll need a decisive Digital Marketing Manager.
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