Is celebrity influence marketing dead?

Video: Brands and social media: a good application and an irresistible hashtag will go far

More than half of brands want to expand the reach of their brands and hope to achieve it through influencers. The Sprout Social Index of 2018 shows that almost half (46%) of marketers think that the use of influencers is vital, but fewer than one in five (19%) has actually a budget.

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We are almost twice as likely to consider a product recommended by a friend rather than an influencer or celebrity.

Nearly two-thirds (61%) of consumers said they would be more likely to search for a product or service recommended by a friend on social networks, compared to one in three (36%) for influencers or celebrities.

On the $ 2 billion Instagram market, the InfluencerDB influence marketing platform, based in Germany, estimates that a quarter of the sponsored posts are made by influencers with questionable growth in the market. 39; hearing.

Brands spend up to $ 500 million a year for fraudulent influencers.

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The company documents the daily changes of followers by creating a historical database of the number of followers of each influencer. False supporters tend to come in batches, created in a certain amount of time, showing as bands through a growing account influencers.

An example of a popular influencer, Natalie Off Duty, who recently made campaigns with several major fashion brands, seems to have huge changes of followers overnight.

These models can only be explained by purchased followers. No wonder we no longer trust celebrity influencers.

While the use of real people for brand awareness and commitment is still important, there seems to be a revolution in the world of celebrity influencers.

Consumers want brands to throw photoshopped models of ads and replace them with real real men and women – people like us.

Consumers want to see authentic and transparent messages from friends instead of influencers and celebrities.

People rarely consume content from celebrity influencers across platforms – between about 1 and 11 percent, according to the report. They tend to use social channels to learn about the brand and be inspired, not necessarily to buy.

So, how do brands engage defenders? One way is to look inside the firewall. Employees are often the biggest fans of brands and will spread the brand message in a more profitable way.

Brands use their own employees in advertising campaigns – like Will It Blend, a phenomenal Blendtec success? YouTube video series. According to the report, over 70% of brand sellers use their employees as influencers or advocates today, or wish to do so in the future.

See also: Do ​​Instagram influencers cheat advertisers? A new tool can identify who to avoid

The social is still a personal platform. People spend time on the social, to interact with family and friends. Celebrity influencers, although interesting for a while, are losers to the people we know.

Savvy makes, take note, and stop spending money on pseudo-celebrities and their fake followers.

Previous and related coverage:

How to tackle fraud with influence

Influencer marketing has seen a meteoric rise over the last few years with social media brands and celebrities working together . But the gatecrashers who want a share of the action sneak into the mix.

Nearly a quarter of budgets are wasted because of the content of inauthentic influencers

In the era of false news, a research team plunged into

Why brands can not prosper without a good marketing campaign of influence

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