The solutions and pitfalls of influencer marketing
Too often, however, a personality who is otherwise very popular and exciting, will have little knowledge of the brand but will publish posts purely for the money. The danger with this is that the promotion feels insincere and is diluted by the other brands they promote, often in the same product category.
Another worrying practice is that of buying followers, particularly on Instagram. It is still entirely legal, and for less than the price of coffee a person can buy 500 Instagram followers. Although there are multiple tools available such as FollowerCheck, which can help determine fake followers, these still don’t answer the question of who the real influencers are.
Flawed thinking leads brands to see influencer marketing as an effort to make paid-for connections and content look like they have been earned, but, due to the algorithms on social networks, most followers don’t even get to see the content from paid-for online influencers. The result is an “unnatural” fit which proves expensive, inauthentic and, in the long run, only marginally better than traditional advertising.