The New Era of Influencer Marketing

In recent years, influencer marketing has been messy. Despite the positive impact influencers could bring to your brand, there is always a small chance that their involvement can bring less than desirable effects. These content creators speak to your target audience as best as possible, but can just as easily miss the mark and cause for a loss of money and time for both parties. But, when they do hit the bullseye, they can bring more in more interest and establish greater trust with the brand.

An example of this is Snickers’ global marketing campaign for their well-known slogan, “You’re Not You When You’re Hungry.” According to the Guardian, in 2012, they collaborated with Katie Price, an English media personality and model. Most of Price’s tweets were mostly about fashion and remained largely apolitical. However, during the campaign, she tweeted about politics and economics. These unusual tweets created confusion until she revealed that she had been working with Snickers. People questioned the legitimacy of the campaign, and Snickers and Katie’s images suffered because of it. This proves that hen brands run campaigns with no due diligence or research on the influencer’s audience, consumers will experience distrust and disapproval.

Another example of an influencer marketing fail was the Fyre Festival in 2017. Big influencers like Kendall Jenner and Gigi Hadid raved with excitement on Instagram about this new festival in the Bahamas, posting an orange square that became synonymous with the event. It was no surprise when festival tickets sold out after these posts. While influencers did their jobs in promoting the festival, the organizers of the festival didn’t do theirs. According to Alpha Concepts, “As the festival-goers arrived on the venue, they realized that the hype was simply just a hype. There were no celebrities present, the event was not organized enough and the festival failed to meet the expectations of the people.” Many people talked about their disappointment on social media, which even led to several documentaries about the festival’s ridiculous scam. The lesson here is that while marketing (either with or without influencers) should be in your budget, you should also execute your vision and deliver your promises as a brand.

Brands should know their target audience and tailor their campaigns towards that. Through, brands are presented with a new sense of security when approaching their investments into influencers. is a the first of its kind in this sense, removing the guesswork from brands looking to find partnerships. With our platform, brands can test audiences almost instantly before choosing to engage in an endorsement deal. This protects the brand’s image, while also doing the same for the influencers. Unlike existing theoretical data or AI systems, presents behavior-driven analytics for successful campaigns. These campaigns are a two-way street - there must be a give and take from each party - and it’s more comforting to know you’re protected when dealing with ad budgets and personal images. is cutting-edge in that it removes the risk factors of creating a brand deal and allows for a more transparent path of influencer marketing.

For more tips from our influencer management team, visit our Resources page.

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