For advertisers, there’s never been a better time to invest in influencer marketing. The potent combination of mobile technology and social media has resulted in unprecedented access to consumers, but there’s also a level of resistance around traditional forms of digital advertising. Increasingly, influencers have proven to be an effective way of cutting through the noise and delivering marketing messages to a receptive and captive audience – but the cracks are starting to emerge.
There’s a worrying trend of influencers producing obvious, product-placed content that’s tarnishing the industry and giving brands – who are investing thousands of dollars into social marketing campaigns – a bad experience.
The question isn’t whether influencer marketing works – because it has already proven its chops. But it’s how can influencer marketing continue to be effective as end users become savvier and hordes of new influencers have hit the scene looking to make an
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