Pros and Cons of Influencer Marketing

Influencer marketing leverages on individuals that have power over potential buyers, and aligns marketing activities around these influencers, such as endorsement of brands or products.
Below is an example of influencer marketing:
You may be wondering, how is influencer marketing so powerful?
1. Power of Influencer’s Network
Influencers are known to have many connections. Hence, you can reach a single influencer and get access to a large audience of more than thousands of people instantly. As long as you pick the right influencer, the right context, and the right message to disseminate, this will definitely lead to a growth in your brand appeal and awareness. Furthermore, there is a focused approach and can reach the desired target audience based on the influencer’s follower profile.
2. Trust and Relevance of Consumers towards Influencers 
Most people trust in the recommendations and content of influencers as influencers build relationships and credibility very easily with consumers. This trust in the influencers will also lead to them trusting in the brands that they are promoting for, leading to an increase in the brand’s product consumption. Additionally, as influencers are usually in their 20s, and since target audience of brands are usually aged 18-35, there will be increased relevance to the influencer and the brand that they are working with. This will also lead to an increase in purchase decisions of the brand’s product.
3. Longer Term relationships with Influencers
When using an influencer, you establish rapports with them- hence creating strong and long-lasting relationships which can lead to long-term results.

However, despite the effectiveness of influencer marketing, there are also disadvantages of using influencer marketing that we have to consider!

1. Picking the wrong influencer 

Picking the right influencer is very important. Imagine picking an influencer that has no brand affinity to you. Not only will you have wasted costs, you might affect the brand image of your brand!

One example is the case by Volvo and Chriselle Lim. There was a mismatch of brand and influencer affinity, when Chriselle Lim’s photos were clearly staged and arranged to put Volvo in a good light, but was not the style of Chriselle’s photos as they focused too much on Volvo’s product image. This could hence lead to a bad impression in the eyes of the public.

Additionally, you might be prone to “fake reach” when you unintentionally hire influencers who inflate their follower count to seem more credible. In this case, only much less audience can be reached out to if you use that influencer. 

This is why you should use Popular Chips Platform to find the best influencer for your influencer marketing campaigns!

2. Liability of brand loyalty

Brand loyalty will be affected the moment influencers “change” brands. Some followers gain interest in a brand due to their interest in the influencer. Hence, when the influencers switch to promoting for another brand, it might draw the customers of the brand away to another product too. This would affect the loyalty of the brand and it will also lose its sales. 

Overall, picking the right influencer is very important- but fret not, popular chips is here to help you out! We provide in depth analysis that can help you greatly in picking an influencer-but those are only exclusive to our clients. Before picking an influencer, why not use popular chips’ platform to help you in deciding?



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