But what can go wrong?
A decade ago, the influencer marketing field was limited to celebrities and a few bloggers whereas now the market has become saturated.This has created a problem as there are many influencers and few that can be seen as trustworthy and real. Unlike advertising agencies or legacy media outlets, influencers can get fake. They can easily lie, steal other people's pictures or buy followers to increase their numbers to close new or bigger deals. That is why bigger brands have been moving from macro-influencers (500k-1m followers) to micro-influencers (10k-50k followers) an alarming 61% of customers say that they are more likely to trust micro-influencers because they produce the most relatable content.
However, one of the influencer marketing agencies revealed that despite some obstacles, 80% of marketers find influencer marketing very effective. That is to say that influencers are here to stay. But as the world is constantly changing, it’s important to be ready to respond to those changes and adapt to the new needs of the market.
By all means, influencer marketing has an important role, both in the corporate and social world, as it is based on people's trust, which has a great force of prestige and power to influence the masses.