The Pros and Cons of Influencer Marketing and If It’s Right for Your Brand

A lot of media attention falls on influencers. This attention is often negative in nature, looking at drama between online influencers or how some act entitled to receive free things. 

Despite these stories and watercooler talk, there is something to be said for influencer marketing and how effective it can be. Remember, there are pros and cons to any marketing strategy. 

The trick is to determine if it’s right for your brand, and if so, which influencer is your best bet. We’ll take a look at the pros and cons plus how to choose the right influencer for your brand. 

Pro: You Get Great Content.

One of the main benefits of influencer marketing is that they can create some great content on behalf of your brand. The best part is that you don’t need to produce any of this content as your influencers do it all themselves. This can take the pressure off of your marketing team, plus influencers often inject fresh ideas and perspectives into your branding. You can even take that content and reshare it on your own channels.

Con: The Wrong Influencer can Harm Your Brand.

Influencers are their own people and you can’t always control what they say and do. They could spout off on a political rant that you don’t like, not disclose that a post is sponsored, or use shady tactics like bot followers and likes. These influencers can cost you money without any real returns on investment and worse, cost you followers and fans of your brand. 

Tip: Pick an Influencer that Shares Your Brand Values.

It’s important to shop your influencers and check them out before offering them a contract. Make sure that your contracts and agreements are enforceable and that you also set clear expectations from the start. 

Pro: Reach New Audiences.

Influencers can open doors to new audiences for your brand. Their audiences are like a community, and are often very open to products or services the influencer talks about as they are seen as recommendations from a trusted friend.

Con: It’s Hard to Choose the Right Influencer for Your Needs.

Choosing the right influencer can take hours of research. You have to find an influencer whose audience would be interested in your brand or products, but aren’t active customers of your brand. No one wants to waste money on advertising to people who already love your brand or a specific product. 

Tip: Select a Small or Micro Influencer Who Speaks to a Niche Audience.

The trick is to select a small or micro influencer. These influencers often speak to a niche audience who most likely have not heard of your product or brand. This can help you expand your reach, while still getting the biggest bang for your buck by microtargeting. 

Pro: Influencers Can Be Less Expensive than Traditional Marketing Tactics.

We aren’t talking about influencers like Kim Kardashian here. The reality is that most influencers cost you far less than traditional forms of marketing. Some influencers will take free products in exchange for content. Others will take the option of affiliate marketing in exchange. While others will only charge a few hundred dollars per post. Just think about how much it costs to design your own content and deploy tactics such as social, digital advertising, traditional advertising, emails, and more!

Con: Influencer Marketing Results are Difficult to Measure.

It can be difficult to measure results with an influencer. Often, your results aren’t data, but are something else more tangible, such as seeing an increase in sales from a product an influencer promoted for you. However, you may not see results for a few months. You can request analytics for sponsored content, such as the number of taps on a link, but even then, those results are difficult to measure. 

Tip: Remember that You Aren’t Locked In Forever.

If you decide to try influencer marketing or a specific influencer, remember that you aren’t locked in forever. If you are dipping your toe into the influencer marketing waters, try a shorter contract period or have a trial period written into the contract that requires the influencer to meet certain returns in order to continue their contract. 

Is Influencer Marketing Right for Your Brand?

The answer to that question is different for every business. You’ll need to weigh the pros and the cons of influencer marketing to decide if it is right for you. If you decide to use influencer marketing, keep our tips in mind to help you choose the right influencer for your brand. When you find someone who aligns with your brand values, creates beautiful content, and speaks to a niche audience, you can see great results!