June 20


Marketing Trends: The Pros and Cons of Influencer Marketing

By Hanson Cheng

June 20, 2023

  • minute read
  • Last Updated on June 20, 2023 by Hanson Cheng

    Influencer marketing is a modern marketing technique that employs endorsements and recommendations from individuals who have a significant social media following, referred to as influencers. Influencer marketing has been gaining enormous traction all over the world in recent years and is now considered an essential aspect of any comprehensive digital marketing strategy.

    Companies are taking advantage of the persuasive power of social media influencers to reach a highly-targeted audience in a way that traditional advertising methods cannot match. This article explores various influencer marketing trends, including the benefits, challenges, and future of this marketing strategy.

    What is Influencer Marketing?

    Influencer marketing is a marketing strategy involving partnering with people with a large following or audience on social media platforms. These people, known as influencers, have the power to affect the purchasing decisions of their followers, who often trust their opinions and recommendations. Influencers can be celebrities, athletes, or even everyday people who have amassed a large following on social media through their content, expertise, or personality.

    Influencer marketing aims to leverage the influencers’ existing audience to promote a product or service. This can be done through sponsored content, product reviews, giveaways, or other types of collaborations.

    The History of Marketing Techniques

    As marketing techniques continue to evolve, influencer marketing has become a go-to strategy for many brands seeking to reach new audiences. Despite its recent popularity, it may surprise many to know that influencer marketing has a long history. The practice of collaborating with individuals who have a significant following to promote products dates back to the early 1900s, when companies used celebrity endorsements as a way to appeal to consumers.

    In the 1930s, soap operas came on the radio and television, introducing the concept of product placement, which further advanced influencer marketing. Fast forward to the internet era, and influencer marketing has expanded to include social media platforms like Instagram and TikTok, where creators with large followings can share their experiences with brands. The rise of social media influencers created an opportunity for brands to tap into a more niche audience, utilizing individuals with smaller followings to promote their products more cost-effectively.

    As influencer marketing continues to advance, the importance of authenticity and transparency becomes increasingly significant. Consumers want to feel that their favorite influencers genuinely believe in the products they are promoting and are not just being paid to post. Thus, successful influencer marketing campaigns must foster genuine partnerships between brands and influencers to reach and engage with audiences effectively.

    The Benefits of Influencer Marketing

    One of the key benefits of influencer marketing is that it can provide a high return on investment (ROI). By partnering with influencers who have a large and engaged following, businesses can reach new audiences and increase brand awareness. In fact, a study by Tomoson found that for every $1 spent on influencer marketing, businesses saw an average of $6.50 in return. Additionally, influencers can provide a level of credibility and trust to a brand that traditional advertising methods cannot.

    This is because influencers are seen as experts in their respective fields, and their followers value their opinions and recommendations. Another benefit of influencer marketing is the ability to target specific demographics and niches. By partnering with influencers who appeal to a certain audience, businesses can more effectively market their products to that particular group.

    Finally, influencer marketing can also help businesses build long-term relationships with their customers. When influencers promote a brand, their followers are more likely to become loyal customers, leading to repeat business and higher customer lifetime value (CLV).

    The Challenges of Influencer Marketing

    The use of influencer marketing poses several challenges that businesses and marketers need to overcome to maximize its benefits. One of the main challenges is identifying and connecting with the right influencers who align with the brand’s values, goals, and target audience. Not all influencers are suitable for all brands; assessing their authenticity, engagement rates, and impact is essential. Another challenge is ensuring that the influencer’s content and messaging align with the brand’s guidelines, standards, and compliance regulations.

    The lack of control over the content and creative process can also result in conflicts if the influencer’s actions or statements do not align with the brand’s values or ethics. Additionally, measuring the return on investment (ROI) of influencer marketing can be complicated, given the variable factors that impact its effectiveness, such as the influencer’s reach, engagement, and conversion rates. The challenge is to develop measures and tools that accurately measure the ROI and inform decisions about investment allocation and optimization.

    Finally, the rise of influencer fraud and fake followers poses a challenge in selecting authentic and credible influencers whose audience and influence translate into real impact and conversion. Addressing these challenges requires developing effective strategies, tools, and frameworks that mitigate against the risks and maximize the benefits of influencer marketing.

    Different Types of Influencers


    In the influencer marketing world, celebrity influencers hold a notable position as they are some of the most followed and admired individuals. Celebrity influencers are recognized figures in the entertainment, sports, and fashion industries, with millions of followers across various social media platforms. Their large following invariably provides businesses with a vast consumer base to reach out to.

    The perceived glamour and fame attached to celebrities can increase the excitement around a product or service and create buzz around it. Furthermore, celebrities can be ideal for branding campaigns that aim to improve a company’s reputation, as their attractive personalities tend to rub off on their products. Businesses leverage celebrity influencers to create viral content that will spread rapidly across social media and, in the process, increase their visibility and conversion rates and create brand awareness.

    By collaborating with a celebrity, companies can reach a broader audience, including those who may not have heard of their brand before.


    Micro-influencers are a relatively new concept in the world of influencer marketing and are defined as individuals with a smaller following of around 1,000 to 50,000 followers. These influencers are considered to be highly engaged with their audience and have a strong impact on their followers’ buying decisions due to their trustworthiness and authenticity.

    Micro-influencers have become an essential tool for marketers as they can target a specific niche and reach a highly engaged audience. They are often more cost-effective than celebrity or macro influencers and are, therefore, a great option for small businesses or start-ups on a budget.

    Micro-influencers have built their following around a specific niche or interest, which makes them highly relatable and trustworthy to their audience. This means that their followers take their recommendations seriously and view them as peers rather than celebrities. Micro-influencers also tend to have a higher engagement rate than celebrities or macro-influencers, meaning their followers are likelier to like, comment and share their posts.

    Micro influencers are often overlooked by marketers who focus solely on high-profile influencers, but these smaller influencers can impact a campaign’s success. By using a network of micro-influencers, marketers can promote their product to a highly engaged audience, who are more likely to make a purchase due to the influencer’s recommendation. This will also allow marketers to reach a more diverse audience, as micro-influencers often have followers from a range of ages, interests, and locations.


    Macro influencers are individuals with a large following on social media platforms and influence over their audience’s purchasing behavior. These influencers have more than 100,000 followers, making them the most popular among the four types of influencers. They possess the ability to reach a wider audience, making them attractive to brands and companies looking for social proof. Macro-influencers are typically celebrities, athletes, business leaders, or social media personalities known in their respective fields.

    They have built an online reputation based on their expertise, talent, or personality, making them respected and trusted by their followers. Due to their significant following, macro-influencers offer an authoritative voice in the market. Their endorsement can significantly impact brand visibility, reach, and image, leading to increased sales and revenue. Brands can opt to use macro-influencers for strategic campaigns, product launches, and brand awareness.

    However, partnering with macro-influencers can be expensive, as they charge significant fees for sponsored content. Despite this, their effective reach and influence over their followers make it a worthwhile investment for brands looking to expand their market share.


    When it comes to influencer marketing, mega influencers are the celebrities of the industry. These are the individuals who have massive followings, often in the millions, on their social media accounts. Mega influencers are typically well-known celebrities such as actors, singers, and athletes, and they have the potential to reach an enormous audience. Working with mega influencers can be incredibly beneficial for brands looking to increase brand awareness and establish credibility.

    However, it’s important to note that working with mega influencers can also be costly, and it’s important for brands to ensure that the partnership makes sense for their marketing goals. While mega influencers have the potential to reach an enormous audience, it’s important to keep in mind that their audience may not always be the most engaged. Mega influencers tend to have a broad audience, and while their reach can be impressive, it’s not always the most effective strategy for driving conversions.

    Overall, mega influencers play an important role in the influencer marketing industry, and they can be a valuable asset for brands looking to increase their exposure and establish themselves as trusted authority in their respective industries.

    Platforms for Influencer Marketing


    The popularity of Instagram as a social media platform has made it a leading choice for influencer marketing campaigns. It is an ideal platform for various brands as Instagram has the highest engagement rate of any social media platform. Instagram’s visual nature allows users to create appealing content that resonates with audiences. Additionally, Instagram users are more likely to interact with content that features influencers.

    Brands partner with influencers to leverage their credibility, reach, and authenticity to promote their products. Instagram influencer marketing can be done in several formats, including sponsored posts, stories, and IGTV. Brands can sponsor an influencer’s post or use the influencer’s images as visual aids in their own campaigns. Instagram’s algorithm favors posts that have high engagement rates, and using influencers’ content aims to increase engagement and create organic conversations around the brand. Instagram’s estimated ROI for influencer marketing is $5.20 for every dollar spent, and 79% of businesses consider Instagram to be the most effective platform for influencer marketing campaigns.

    As Instagram continues to grow in popularity, it remains a valuable tool for marketers looking to reach a highly engaged audience.


    YouTube has become an essential platform for influencer marketing due to its massive user base, powerful search capabilities, and advanced analytics. With over 2 billion monthly active users and over 1 billion hours of video watched daily, it offers brands a vast reach to connect with potential customers. Influencers on YouTube have built loyal communities of followers who trust their opinions and recommendations, making them valuable partners for brands looking to engage with their target audience.

    To effectively use YouTube for influencer marketing, brands must identify relevant influencers who align with their values and target audience. Influencers must be vetted to ensure they have genuine engagement and provide value through their content. Brands can also leverage YouTube’s advanced targeting capabilities to reach specific demographics and interests. Additionally, the platform’s advanced analytics allows brands to track the performance of their campaigns and adjust their strategies accordingly.

    Brands can collaborate with influencers on YouTube in various ways, including sponsored content, product reviews, and brand integration. Sponsored content involves paying an influencer to create content that promotes a brand or product. Product reviews allow influencers to provide their honest opinions or experiences with a brand’s product. Brand integration involves incorporating a brand’s product or message into an influencer’s content through product placement or branding.

    YouTube’s algorithm prioritizes videos with high engagement rates, making it crucial for brands to focus on creating engaging content that resonates with their target audience. This can be achieved through compelling storytelling, visually appealing content, and providing value to viewers. Brands can also collaborate with influencers to create authentic content that aligns with both the influencer’s and the brand’s values and messaging.


    TikTok is a social media platform that has gained a huge following since its launch in 2016. The app has over 1 billion active users, which makes it a prime destination for influencer marketing. Influencer marketing on TikTok is popular due to its ability to provide significant reach to a very specific group of target audiences. It is an excellent platform for brands to reach younger audiences, as its user base is predominantly composed of Gen Zers and millennials.

    TikTok influencers create videos that are often humorous, creative, and innovative, which resonate with their followers. Additionally, TikTok has several features that make it easier for brands to work with social media influencers. For instance, the app features a “duet” function that enables influencers to collaborate on content with others, including brands.


    Twitter is another powerful platform for influencer marketing. The platform is highly versatile and allows businesses to promote their products through tweets, retweets, replies, and hashtags. Influencer marketing can reach a diverse audience due to Twitter’s large user base. Twitter’s custom audience feature is particularly useful for businesses targeting a specific group of users.

    Brands can also collaborate with Twitter influencers to promote their products through sponsored content, giveaways, and takeovers. The use of hashtags allows for easy monitoring of brand mentions and the performance of marketing campaigns. Twitter analytics provide insights into the performance of marketing efforts, allowing businesses to adjust their strategies accordingly.

    Trends in Influencer Marketing


    Authenticity is a crucial factor in influencer marketing. Consumers today are savvy and can quickly detect when brands superficially collaborate with influencers. Hence, having genuine partnerships with influencers can go a long way in establishing brand credibility and trust. Authentic influencers have a strong voice in their niche and can influence their followers’ purchase decisions. They take their role seriously and create content that genuinely resonates with their audience.

    Thus, it is vital for brands to build long-term partnerships with credible, relevant, and authentic influencers instead of seeking short-term gains. This approach can lead to a more sustainable and mutually beneficial relationship. Brands should also encourage influencers to disclose their partnerships and sponsored content to maintain transparency. Authenticity is also important in the types of influencers a brand partner with.

    Choosing influencers aligning with brand values and niches can result in high-quality, targeted content that resonates with the intended audience. Brands can also tap into micro-influencers, who have a smaller following but are highly influential in their niche. Finally, authenticity can be maintained by giving influencers creative freedom to create content that aligns with their style and values while ensuring the brand messaging is incorporated. This approach can lead to quality content that resonates with the audience and enhances brand authenticity.

    Long-term partnerships

    Long-term partnerships with influencers have proven to be highly beneficial for brands looking to build authentic relationships with their target audience. This type of partnership allows influencers to become familiar with the brand’s values and mission, resulting in an organic and consistent portrayal of the brand’s message.

    Additionally, a long-term partnership enables the brand to tap into the influencer’s audience consistently, resulting in a higher probability of conversion. In such partnerships, the relationship between the brand and the influencer becomes credible, and the influencer’s followers are left with the impression that the brand is trustworthy.

    Niche influencers

    One of the most popular ways to achieve targeted marketing through influencer marketing is by using niche influencers. Niche influencers are those who have a specific focus within a particular industry or topic, such as vegan beauty or sustainable fashion. Using these influencers allows brands to connect with a highly engaged and specialized audience, making increasing brand awareness and sales easier.

    These influencers often have a more loyal and trusting following, creating more authentic relationships with their followers. Brands that partner with niche influencers can tap into this authenticity, which is crucial for achieving success through influencer marketing. Niche influencers can also be more cost-effective for brands because they may charge lower fees than larger, more well-known influencers.

    Additionally, their content is often more targeted and specific, making it easier for brands to align with their brand values and messaging. Using niche influencers is a strategic way to reach a highly engaged audience and build authentic relationships with followers.

    Influencer Marketplaces

    Influencer marketplaces have revolutionized influencer marketing by enabling brands to quickly and efficiently connect with a vast network of influencers. These online platforms act as intermediaries between brands and influencers, making it easier for each party to find one another. Companies can browse influencer profiles and choose those whose content, values, and following align with their own, while influencers can choose from a wider range of brand partnerships.

    In addition, many influencer marketplaces provide tools and support to help facilitate collaborations and measure their impact. Influencer marketplaces have significantly impacted the influencer marketing industry by simplifying the process of finding and working with influencers, thus making it more accessible to smaller businesses and those with limited resources.

    Measuring Success


    Engagement is one of the most important indicators of the success of influencer marketing campaigns. Measuring engagement provides valuable insights into how interested and invested an audience is in the content posted by the influencer. Engagement can be measured in a variety of ways, including likes, comments, shares, and views. While these metrics are important, they must be analyzed in the context of the overall campaign goals and objectives.

    For instance, a high number of likes may not necessarily translate to increased brand awareness or sales. Additionally, the nature of the content and the audience demographics can impact engagement rates. To accurately measure engagement, it is important to establish benchmarks and compare results over time. This can help identify trends and patterns and inform future strategies. Other factors that can impact engagement include influencer authenticity, audience trust, and the relevance of the product or service being promoted.

    Engagement is a critical component of any successful influencer marketing campaign and should be carefully monitored and analyzed to optimize results.


    Measuring reach in influencer marketing is one of the most crucial aspects of influencer marketing. Reach is the number of people who see the content posted by an influencer. This metric is essential to brands as it allows them to assess the potential reach of a campaign before launching it. Generally, influencers with a higher number of followers have a higher reach than those with a lower number.

    However, the reach metric is determined by the number of followers an influencer has and their audience’s engagement metrics. Brands need to pay attention to an influencer’s engagement rate and the type of audience they have to understand their reach fully. This is because an influencer may have a high number of followers but a low engagement rate, meaning their reach would be lower than that of an influencer with a smaller following but a higher engagement rate. In addition to engagement rate, brands should consider the type of audience an influencer has.

    If an influencer has a niche audience that aligns with a brand’s target audience, then their reach would be higher for that specific brand. Another useful metric to consider when measuring reach is impressions. Impressions refer to the number of times an influencer’s post is seen. It is an essential metric as it helps brands understand the difference between a view and an impression and verify if the content was viewed multiple times by the same person.


    Measuring sales in influencer marketing is a crucial factor in determining the success of a campaign. One of the main advantages of influencer marketing is its ability to drive sales and prompt customers to take action. Therefore, it is essential to track and analyze the impact of an influencer’s content on sales. To measure sales, companies can set up unique promo codes or affiliate links that will allow them to track the number of purchases made through the influencer’s content.

    Additionally, using surveys, brands can ask customers if they made a purchase because of the influencer’s recommendation. Brands can also use web analytics tools to track website traffic and purchases made as a result of the campaign. By measuring sales, companies can determine the return on investment (ROI) and assess the effectiveness of an influencer marketing campaign.


    One of the most important aspects of influencer marketing is measuring the return on investment (ROI). Companies need to ensure that they get a positive ROI from their influencer marketing campaigns to justify the expense and effort. However, measuring the ROI of influencer marketing can be challenging due to the complexities of tracking and quantifying the various impacts. There are several factors that need to be considered when evaluating the ROI of influencer marketing campaigns.

    These include the cost of the campaign (including fees paid to the influencer and other expenses), the reach of the campaign (how many people were exposed to the marketing message), the engagement of the campaign (how many people interacted with the content), and ultimately the sales generated as a result of the campaign.

    To measure ROI, companies need to be able to track the various impacts of their influencer marketing campaigns. This can be done through a variety of methods, including tracking influencer content through social media metrics like engagement, impressions, and reach. Companies can also track website traffic and sales generated through the use of influencer-specific tracking links or discount codes. Additionally, surveys and focus groups can be used to determine the impact of influencer marketing campaigns on brand perception and customer behavior.

    Ultimately, measuring ROI requires a comprehensive approach that takes into account the various impacts of influencer marketing campaigns. This can include the direct impact on sales as well as the more intangible benefits such as increased brand awareness or positive brand perception. By measuring ROI, companies can determine the effectiveness of their influencer marketing campaigns and make informed decisions about future investments in this area.

    Influencer Marketing – FAQs

    What is influencer marketing, and how does it work?

    Influencer marketing is a type of marketing where brands partner with individuals who have a large and engaged following on social media. These influencers promote the brand’s products or services to their followers, usually in exchange for compensation or free products.

    What are some benefits of using influencer marketing?

    Influencer marketing can provide several benefits, including increased brand awareness, improved brand credibility, higher engagement rates, and potentially increased sales.

    How do you choose the right influencers for your brand?

    When choosing influencers for your brand, it’s important to consider factors such as relevance, audience size, engagement rate, and alignment with your brand values. It can also be helpful to work with an influencer marketing platform or agency, which can help you find and vet potential influencers.

    What are some common mistakes to avoid in influencer marketing?

    Some common mistakes to avoid in influencer marketing include working with influencers who don’t align with your brand values or target audience, failing to disclose sponsored content, and relying too heavily on follower count instead of engagement rate.

    How can you measure the success of your influencer marketing campaigns?

    To measure the success of your influencer marketing campaigns, you can track metrics such as engagement rate, reach, and sales. It can also be helpful to set specific goals for each campaign and measure your success against those goals.

    What are some emerging trends in influencer marketing?

    Some emerging trends in influencer marketing include the rise of micro-influencers (those with smaller but highly engaged audiences), the use of augmented reality filters, and the incorporation of video content into influencer marketing campaigns.

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    Hanson Cheng

    About the author

    Living in Portugal with my wife and puppies.
    Scaling online businesses and sharing lessons learned on this website and in our email newsletter.

    Always happy to hear from you, so find me on Instagram if you want to say hi!

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