Influencer Marketing: Is It Worth the Risk?

By Shane Barker

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Influencer marketing has become the go-to strategy for most of the brands that want to increase their reach and engage customers.

In fact, 71% of marketers believe that the quality of customers and traffic they get from influencer campaigns is better than that from other sources.

However, this marketing strategy has its own set of challenges as well.

In this article, I’ll discuss some of the major pros and cons of influencer marketing. It will help you make informed decisions when running your next influencer campaign.

Let’s start with the pros.

Pros of Influencer Marketing

Influencers work hard to build a community of followers who trust their recommendations. They can help you promote your brand to their loyal audiences. They can also help you reach more people than you would on your own.

They Can Instil Trust in Consumers

63% of consumers trust what influencers say about a brand more than they trust the information provided by the brand.

What’s more?

40% of consumers start trusting brands because of an influencer.

When an influencer endorses your product, their followers are likely to develop trust in your brand and act on their recommendations.

Influencers can help boost your brand’s credibility by posting authentic and genuine content about your brand.

They Can Impact Buying Decisions

Influencers can not only help you build awareness, but can also get consumers to convert into buying customers. You can find influencers by scraping Google, using different platforms and tools, and doing some thorough research.

When they share images or videos of them using your product, they provide social proof. Their followers are likely to trust and heed their recommendations and consider buying your product regardless of whether it is, for example, the sale of e-books, or some other service.

Let’s look at the cons of influencer marketing.

Cons of Influencer Marketing

The benefits of influencer marketing outweigh its cons, but you need to consider them before implementing this marketing tactic. Identifying its downsides can help you mitigate problems and make the most of your influencer campaigns.

Partnering with The Wrong Influencers Can Harm Your Brand’s Reputation

It may take a lot of resources and time to find the right influencer, but it’s worth it.

The wrong influencer may commit mistakes that can cost your brand.

For example, they could:

  • Ignore the Federal Trade Commission (FTC) guidelines about endorsements
  • Use bots to increase their followings and engagement
  • Post irrelevant and spam content
  • Have accountability issues

That’s why it’s important to conduct thorough checks before partnering with an influencer.

Luckily, you can hire influencer agencies to help you find the right influencers. These agencies can take charge of everything from influencer selection to campaign monitoring.

Still not convinced if influencer marketing is right for your business?

Check out more pros and cons of influencer marketing mentioned in the infographic below.

Influencer Marketing: Is It Worth the Risk?

Infographic via


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