Over the past ten years influencer marketing has become mainstream, even making it into the Merriam-Webster Dictionary in 2019. Influencers and their brand partnerships are commonplace across our social media applications and mobile device screens. However, brands have seen a varied level of success using this marketing strategy. Here we uncover the three main reasons the heyday of influencer marketing may have passed:
Three Main Challenges with Influencer Marketing
Consumers Trust in Influencers Has Declined
Authenticity is More Important to Consumers
Tracking Return On Your Investment Is Difficult
While consumers are becoming less influenced by influencers and yearning for more authentic content from brands they consider purchasing from, both UGC strategies are still valid to a complete marketing program. With the right balance of authentic and influential user content that can be tracked to key KPIs for executives we have not seen the last of Influencer marketing but hopefully the end of inauthentic, untrackable partnerships.
*Learn more about our survey results: EnTribe 2022 User Generated Content Survey
of those surveyed would be more likely to trust a brand if they used UGC