Although influencer marketing as a field continues to mature, several misconceptions about the industry seem to linger. Isn’t it challenging to measure the result, and can you really compare influencer marketing to high-reach media channels such as TV and outdoor advertising? In this article, we take a look at four of the most commonly held popular misconceptions about influencer marketing and do our best to debunk myths with the truth.
Myth #1: The effect of influencer marketing is difficult, or even impossible, to measure
Truth: If you know what you want to achieve, the effect of influencer marketing is easy to measure
Those who say that influencer marketing is hard to measure are just not doing it right. To be able to measure the effect, you need to define and set up your metrics correctly; whether you want to track reach, engagement, website traffic, conversion, or something else, this must be clear right from the beginning.
Myth #2: Influencer marketing only works for B2C brands
Truth: B2B brands can be just as successful with influencer marketing
Even though B2C brands were the early adopters of influencer marketing, this marketing approach can benefit almost every product or service – you just need to adjust it to your own specific business and target audience. In the same way influencers can persuade with their authenticity and accessibility, influencers in the B2B field can use their knowledge and experience and act as experts or key opinion leaders. In the end, it’s all about people-to-people marketing, no matter if you’re in the B2C or B2B field.
Myth #3: Influencer marketing is not a reach media channel
Truth: Influencer marketing can prove a great reach channel for your brand – just like TV!
Many marketers firmly believe that influencer marketing should not be used when you’re looking for a high-reach channel. Of course you should not focus exclusively on reach (there are many other factors that matter for success!), but it is wrong to say that influencer marketing cannot be compared to television. Are you still doubtful? Have a look at the audience figures for a popular TV show in your country and compare it to the total views of a youtube video posted by an influencer with a large follower base – impressing, huh?
Myth #4: Fake followers are unavoidable
Truth: There are many ways to spot fake followers
Since authenticity is one of the keys to successful influencer marketing, being able to detecting fraud and fakes in the industry is critical. There are several influencer marketing agencies with many years of experience in the field that can easily help you track bot-driven engagement and detect fake followers. With the right tools, they can determine whether an influencer’s follower base is real or fake based on various target audience metrics such as follower growth, follower quality and follower geography. In other words, fake followers are actually avoidable, meaning we can go ahead and debunk this misconception too.