Is Influencer Marketing Dying?

Influencer marketing works.

It’s that simple – and we can prove it.

The power of influencers to shape consumer behaviour and drive engagement is undeniable. However, the digital landscape is never without its controversies. Lately, there has been a plethora of voices proclaiming the death of influencer marketing – that consumers now prioritise authentic reviews over paid influencer content.

With data and proof of ROI being such a prevalent part of influencer marketing success, we know there’s certainly no sign of this industry slowing down – so let’s unravel this ongoing debate.

One of the main arguments against influencer marketing is the authenticity crisis. Critics argue that consumers are becoming increasingly sceptical of sponsored content, seeking more genuine brand connections. While this sentiment has merit, it doesn't forecast the demise of influencer marketing. Instead, it signals a shift in strategy.

Collaborations that align with an influencer's values and resonate with their audience can feel less like a sales pitch and more like a trusted recommendation. The key is to find influencers who genuinely connect with your brand, allowing their real thoughts and feelings to shine through.

When we worked with eBay on their Sneaker Authenticity campaign, connecting with people who were genuinely passionate about this space was at the heart of this campaign’s success. eBay met sneakerheads where they were: Discord. The activity on Discord garnered 301.4K engagements across campaign posts and additional traffic to the site. Working with bedroom resellers and their discord communities, we were able to promote the campaign on a platform that felt completely native to the community and didn’t feel forced by the brand.

Influencers are more than just individuals who can create content and have garnered a following – they are storytellers, trendsetters, and trusted voices within their niche. Their ability to create engaging and relatable content gives them a unique advantage over traditional marketing methods. When an influencer promotes a product or service, it often feels like a friend's recommendation rather than a cold advertisement. One study by WP Engine found that 82% of Gen Z consumers trust a company more when they use someone they know to promote it, meaning they will more likely purchase something if their favourite influencer has recommended it.

One of the strengths of influencer marketing lies in its measurability. Brands can track engagement, click-through rates, and conversion metrics with precision, enabling them to assess the real impact of their campaigns. This data-driven approach allows continuous refinement and optimisation, effectively allocating marketing budgets.

Take our campaign with Very.co.uk, for example. Via a network of influencers, for every £1 spent with us, we were able to drive a £17 return for Very. Not only this – they saw an increase to 400% unique visitors YoY and 130 million new brand impressions. Afterwards, we determined that 87% of their customers came from this campaign – all tracked via unique analytics links given to each influencer within the programme.

Influencer marketing is not a one-size-fits-all solution but rather a dynamic strategy that can be tailored to different audiences. Brands that embrace influencer marketing as part of a holistic approach combining it with other marketing strategies, can create a comprehensive narrative that resonates with consumers across various touchpoints.

The point is influencer marketing is not on its deathbed; it's evolving. The key lies in the following:

1. Influencers who invest in their relationship with their followers won’t compromise on their integrity when it comes to brand partnerships. Ensure that the collaboration you’re pitching feels natural and relevant to their world – and their audience.

2. An influencer who can dream up new ideas and a brand that gives them the freedom to create will break through the noise, which is a perfect combination in our eyes. Influencers know what drives the most engagement for them and should know their insights like the back of their hand – allow them to help form the creative brief.

3. Establish your objective early on – and ensure your success metrics reflect that objective. Influencers can drive that success, whether it’s website traffic or new customer acquisition, but being clear on what you’re tracking – and selecting influencers accordingly – is key.

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Feel like your influencer work is falling flat? Struggling to demonstrate a return on investment? Drop us a line at info@seenconnects.com to see how we can help.

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