Advantages and Disadvantages of Influencer-generated marketing Content
Delivered February 15, 2020. Contributor: Methody G.
To identify the advantages and disadvantages of influencer-generated content, user-generated content, and brand-generated content.
Advantages for Influencer-generated Content
Improves Brand Awareness
Influencer marketing can greatly expand the reach and positioning of a brand online as the 50 most followed Instagram influencers account for more than 2.5 billion followers.
Moreover, over 85% of Gen Z actively look for products in social media, which means that influencer-promoted products have a good chance of capturing that audience.
As "two-thirds of consumers use ad blockers on their computers and smartphones," authentic content from influencers has become a much more reliable way of reaching them.
71% of marketers feel that influencer marketing is more effective at driving quality traffic and leads.
As influencers have built their trust and relationship with the audience, when they recommend a product, their followers are more likely to respect that opinion and engage with that brand.
In fact, tweets from influencers and brands increase the likelihood of a purchase by over 5 times.
In fact, 40% of customers have reported that "they made a purchase after seeing a social media influencer use the product or service."
It also resonates more with women, as 45% of them have noted that they are more willing to purchase a product recommended by an influencer.
Disadvantages of Influencer-generated Content
There has been a big increase in the number of fake influencers or people that have bought their followers instead of building them over time.
In fact, "up to 24 percent of influencers have falsely manipulated their engagement numbers."
As the influencers have no influence over their actual followers, engaging with such an influence can become quite the problem, especially for smaller and medium-size brands that rely on smaller marketing budgets.
It was reported that "two-thirds of companies will increase their influencer marketing budgets in 2019."
Unfortunately, if the influencer is not capable of properly driving content to the product, increasing the budget might not have the intended effects.
The problem is intensified by the fact that it is hard to actually measure the results from an influencer marketing campaign.
Only the project owner can select the next research path.