It’s all a question of dosage… Too much influence kills influence! While collaborations are in full development on social networks, a survey carried out by the agency Influencer Marketing Hub reports that working with celebrities can prove counterproductive.
The effectiveness of influencer marketing is recognized by more than 80% of professionals in the sector. A good vein which should bring in more than 20 billion dollars this year. However, if you want to promote your brand or your products too much through stars, perverse effects can appear.
By interviewing a thousand consumers, some interesting figures emerged and sometimes reflect a sort of fed-up. In fact, 25% of consumers surveyed say they are discouraged from a purchase due to the support of celebrities or influencers; compared to 19% who admit to being motivated to checkout.
A risk for sales
Today, Internet users are no longer fooled. Influencer marketing is a common practice and the power of recommendation is no longer as effective as it was in its early days. 60% of those questioned also explain that this no longer encourages them to make a purchase. In all of this, age matters a lot. The older we get, the less receptive we seem to be to influencer posts.
A question of dosage
Influencer marketing is “a double-edged sword,” experts explain. It can attract new young customers as well as disinterest loyal older customers.
Beyond the simple fact of banking on a face, notoriety, or a strong audience, this strategy must now be in line with the values: those of the brand, those of the influencer and especially those of the client. By purchasing a product or service, consumers support brands or companies. But if they don’t recognize themselves there, they will simply look elsewhere. To reach a large audience, influencers and celebrities must also defend causes, engage and collaborate with compatible brands to go beyond the framework of a simple advertising contract.