Influencer marketing is a practice that is increasingly used and perfected within marketing departments, which seek to take advantage of the power of influence of content creators to reach a larger audience.
According to Instascreener , influencer marketing spending has seen 83% year-over-year growth in the US and Canada .
Instascreener, formerly known as Points North Group, has revealed that brands spent $443 million on influencer marketing in the second quarter of 2019 , up 18% from the previous quarter. In the second quarter, $314 million was spent on Instagram, but $58 million of that went to fake followers.
Fashion Nova is the brand that invested the most in this technique, with bahamas phone number a total of 5.5 million dollars, followed by the vodka brand Ciroc , which spent 3.4 million dollars, and Flat Tummy Co , with 2.9 million.
as The Drum notes, influencer marketing still has a shadow hanging over it that authorities are keen to remove. In early 2019, the UK advertising regulator warned “between 200 and 300” social media influencers for violating strict rules on paid posts.
Another aspect that overshadows influencer marketing is that of fake followers . According to a Mediakix survey collected by eMarketer , 50% of participants say that fake followers (50%) are one of the main concerns for professionals.
Last month, a social media investigation revealed that contestants on the reality show Love Island gained their Instagram influencer status thanks to an army of fake followers.
Despite these blemishes on the influencer marketing record, a study by the agency Whalar claims that influencer ads are 277% “emotionally more intense” than TV ads , as well as 87% more memorable. The challenge will then be to ensure compliance with standards and focus on the quality of engagement versus the number of followers.