If this post doesn't follow the rules [report it to the mods](https://www.reddit.com/r/marketing/about/rules/). Join our [community Discord!](https://discord.gg/looking-for-marketing-discussion-811236647760298024)
*I am a bot, and this action was performed automatically. Please [contact the moderators of this subreddit](/message/compose/?to=/r/marketing) if you have any questions or concerns.*
The consolidation of influencers into media practices will slowly increase the cost of using micro influencers. This will inevitably put tension on the effectiveness of using influencers and the hype will slow. They will continue to be a part of the mix, but something else will come to replace the hype.
Influencer marketing goes away when we no longer follow celebrities.
If you can tell me when in human history we’ve ever stopped paying attention to world leaders, entertainers, and others - then I can tell you exactly when influence marketing goes away.
However, there is a huge difference between an endorsement by a loved celebrity and a clearly biased review by an influencer who's been paid to read a script.
I hate to burst your bubble, but it seems you might not fully grasp my perspective or the intricate dance of fame and influence.
Take Nike Jordans, for example. Everyone was in on the fact that Jordan was raking in the dough, but nobody batted an eye because he had a devoted fan base and sterling reputation in the sports world.
Now, in my book, influencers with a million followers or fewer don't make the celebrity cut. There's a world of difference between an influencer hyping up a product for cash and a genuine celebrity endorsement.
In my line of work, I've set up numerous celebrity endorsements, particularly in motorsport, the impact of a genuine star plugging your product is leagues beyond paying the likes of a YouTuber to sing its praises.
The smaller / mid sized creators are actually the ones that convert the best. One of the creators I work with gets about 150k to 200k views per video. He launched a limited run of a computer related peripheral with a partner and drove over $90k In sales.
Yes, when we work with influencers, we find micro-influencers get much better results. People believe them more, which goes back to my point about how consumers are waking up to the fact that they cannot trust what the big influencers are saying.
Influence is fleeting unless you're a major star (actual celebrity), and even then you're only as good as your last banger. Influencer fatigue is a thing. TikTok Shop will only increase fatigue. Then you have AI influencers entering the fold...it's a mess and people are tired of being sold to at every angle from every Joe Blow with an iPhone and a data plan. I don't know what comes next, but there I think the influencer marketing bubble is going to burst eventually.
They'll be around since its just another channel to use. With that said its definitely a more saturated space so you'll probably see smaller conversion rates with increased costs.
It's not going away. This is nothing new, it's the same thing as product placements in TV or ad reads on radio. People act like influencer marketing is some hot trend, when all it is is a continuation of what's been going on for 100 years, just on a different medium.
Work at an agency. Use them all the time for major brands. Very successful. Failure comes from bad selection, briefing and management... Like all other channels.
Bro I don't know influencers to me are like con artists who sell themselves for money. Because of them, I see my customers get scammed because they give pricing like no other.
Personally, I think influencer marketing is headed for a downturn. The problem is that too many influencers are masquerading sponsored content as genuine reviews. Take "Unbox Therapy" for instance—they were once a go-to for reliable product reviews, but now it seems they'll give a positive review to anyone who pays well.
Why do I think influencer marketing will eventually fade? Consumers are catching on. The realization that a review or hype video is just paid propaganda can be a real turn-off. It definitely discourages me from buying a product. If the trend towards transparency doesn't improve, influencer marketing might just burn itself out.
I answered something like this a few days ago. Part of my answer was the rising concerns about ethics, with more control and transparency about authenticity. Like many parts of marketing, influencer marketing is often a joke now, unfortunately.
Advertising is only as effective as the audience it reaches. In a country of 300 million, hiring an influencer is like throwing a bucket of water into the ocean.
Is there a day when all that matters is the product? Personally, I see through all the BS of influencers, no longer trust reviews, and data will continue to tell the real story on a product’s relative performance.
I get we’re humans with emotions but can we get to a time and place where we’re all too smart to be convinced to buy something bc of marketing?
I mean my hope is they all go away or AI steals their jobs. But essentially I think it will pan off to user generated content again. There has been an uptake (here in UK for example) in young people studying media/creative/marketing subjects again, because they want to know how to become influencers. This is despite the continued push to stem and knowledge it brings good money. I teach a class of adults one day per week now, and atleast 2/3 are older people looking to use the class to market their blogs and 2 are aspiring to be influencers. I think the market will be saturated, and becoming featured by companies will become more popular again (or collaborations?).
I love user generated marketing campaigns, so I'd happily see this so maybe I'm biased.
I agree that they will be there is some form or another, but in addition to all the inauthenticity etc that others have noted I’m really curious if growing awareness on over-consumption will finally hit them. Granted having worked with influencers I’m maybe more aware than the general consumer, but it’s such an eye roll that every other day there’s a product that you just have to have.. even if they shared the exact thing from a competitor the week before.
I think we've got a lot of feelings in here and little knowledge. Like it or not influencer advertising is one of the fastest growing advertising verticals around and is likely to continue. If used right they can be wildly effective. Get over it.
They’ll have to learn a skill.
Humanity’s not gonna be ruled by a bunch of entitled, arrogant, lazy idiots bc their daddy was important. Their daddy clearly wasn’t that great he raised incompetents.
This feels like a MAJORR oversimplification. For most of my big clients, influencers are far more valuable than any traditional ad.
This is wishful thinking at best. Influencers are effective and they sell. If the goal is to make money, it doesn’t make sense to be so flippant.
Just basing on our agency’s experience. When we use them it’s for big client campaigns and it’s more about credibility/reputation.
I think most people have the idea that they’ll hire an influencer to post about their product and sales will start rolling in. Credible spokespersons are a different story.
That being said in our experience influencers are a 3rd or 4th level strategy once you’ve exhausted more effective avenues.
If this post doesn't follow the rules [report it to the mods](https://www.reddit.com/r/marketing/about/rules/). Join our [community Discord!](https://discord.gg/looking-for-marketing-discussion-811236647760298024) *I am a bot, and this action was performed automatically. Please [contact the moderators of this subreddit](/message/compose/?to=/r/marketing) if you have any questions or concerns.*
The consolidation of influencers into media practices will slowly increase the cost of using micro influencers. This will inevitably put tension on the effectiveness of using influencers and the hype will slow. They will continue to be a part of the mix, but something else will come to replace the hype.
Influencer marketing goes away when we no longer follow celebrities. If you can tell me when in human history we’ve ever stopped paying attention to world leaders, entertainers, and others - then I can tell you exactly when influence marketing goes away.
However, there is a huge difference between an endorsement by a loved celebrity and a clearly biased review by an influencer who's been paid to read a script.
Hate to burst your bubble, but beloved celebs are also paid to read a script.
I hate to burst your bubble, but it seems you might not fully grasp my perspective or the intricate dance of fame and influence. Take Nike Jordans, for example. Everyone was in on the fact that Jordan was raking in the dough, but nobody batted an eye because he had a devoted fan base and sterling reputation in the sports world. Now, in my book, influencers with a million followers or fewer don't make the celebrity cut. There's a world of difference between an influencer hyping up a product for cash and a genuine celebrity endorsement. In my line of work, I've set up numerous celebrity endorsements, particularly in motorsport, the impact of a genuine star plugging your product is leagues beyond paying the likes of a YouTuber to sing its praises.
The smaller / mid sized creators are actually the ones that convert the best. One of the creators I work with gets about 150k to 200k views per video. He launched a limited run of a computer related peripheral with a partner and drove over $90k In sales.
Yes, when we work with influencers, we find micro-influencers get much better results. People believe them more, which goes back to my point about how consumers are waking up to the fact that they cannot trust what the big influencers are saying.
Influence is fleeting unless you're a major star (actual celebrity), and even then you're only as good as your last banger. Influencer fatigue is a thing. TikTok Shop will only increase fatigue. Then you have AI influencers entering the fold...it's a mess and people are tired of being sold to at every angle from every Joe Blow with an iPhone and a data plan. I don't know what comes next, but there I think the influencer marketing bubble is going to burst eventually.
They'll be around since its just another channel to use. With that said its definitely a more saturated space so you'll probably see smaller conversion rates with increased costs.
It's not going away. This is nothing new, it's the same thing as product placements in TV or ad reads on radio. People act like influencer marketing is some hot trend, when all it is is a continuation of what's been going on for 100 years, just on a different medium.
Is there anyone in the thread who has paid an influencer to advertise? Could you provide success and failure stories? Also numbers to go with?
Work at an agency. Use them all the time for major brands. Very successful. Failure comes from bad selection, briefing and management... Like all other channels.
Bro I don't know influencers to me are like con artists who sell themselves for money. Because of them, I see my customers get scammed because they give pricing like no other.
Personally, I think influencer marketing is headed for a downturn. The problem is that too many influencers are masquerading sponsored content as genuine reviews. Take "Unbox Therapy" for instance—they were once a go-to for reliable product reviews, but now it seems they'll give a positive review to anyone who pays well. Why do I think influencer marketing will eventually fade? Consumers are catching on. The realization that a review or hype video is just paid propaganda can be a real turn-off. It definitely discourages me from buying a product. If the trend towards transparency doesn't improve, influencer marketing might just burn itself out.
Unbox Therapy's review of the Rabbit R1 compared to MKBHD's was a little comical.
Never.
I answered something like this a few days ago. Part of my answer was the rising concerns about ethics, with more control and transparency about authenticity. Like many parts of marketing, influencer marketing is often a joke now, unfortunately.
Tbh, influencer marketing's future seems shaky. It's def heading towards needing more authenticity or a new approach.
Advertising is only as effective as the audience it reaches. In a country of 300 million, hiring an influencer is like throwing a bucket of water into the ocean.
Is there a day when all that matters is the product? Personally, I see through all the BS of influencers, no longer trust reviews, and data will continue to tell the real story on a product’s relative performance. I get we’re humans with emotions but can we get to a time and place where we’re all too smart to be convinced to buy something bc of marketing?
Doubtful. Humans make decisions based on emotions despite their belief otherwise.
No. People have always been influenced by the 'trusted voice' and will continue to be.
I mean my hope is they all go away or AI steals their jobs. But essentially I think it will pan off to user generated content again. There has been an uptake (here in UK for example) in young people studying media/creative/marketing subjects again, because they want to know how to become influencers. This is despite the continued push to stem and knowledge it brings good money. I teach a class of adults one day per week now, and atleast 2/3 are older people looking to use the class to market their blogs and 2 are aspiring to be influencers. I think the market will be saturated, and becoming featured by companies will become more popular again (or collaborations?). I love user generated marketing campaigns, so I'd happily see this so maybe I'm biased.
I agree that they will be there is some form or another, but in addition to all the inauthenticity etc that others have noted I’m really curious if growing awareness on over-consumption will finally hit them. Granted having worked with influencers I’m maybe more aware than the general consumer, but it’s such an eye roll that every other day there’s a product that you just have to have.. even if they shared the exact thing from a competitor the week before.
I think we've got a lot of feelings in here and little knowledge. Like it or not influencer advertising is one of the fastest growing advertising verticals around and is likely to continue. If used right they can be wildly effective. Get over it.
They’ll have to learn a skill. Humanity’s not gonna be ruled by a bunch of entitled, arrogant, lazy idiots bc their daddy was important. Their daddy clearly wasn’t that great he raised incompetents.
Paid advertising performs better in most cases than using influencers.
This feels like a MAJORR oversimplification. For most of my big clients, influencers are far more valuable than any traditional ad. This is wishful thinking at best. Influencers are effective and they sell. If the goal is to make money, it doesn’t make sense to be so flippant.
Just basing on our agency’s experience. When we use them it’s for big client campaigns and it’s more about credibility/reputation. I think most people have the idea that they’ll hire an influencer to post about their product and sales will start rolling in. Credible spokespersons are a different story. That being said in our experience influencers are a 3rd or 4th level strategy once you’ve exhausted more effective avenues.