Influencer marketing: Are we chasing numbers or building true connections?

Influencer marketing has turned into a mad race – a 'K'-game, if you will. The focus seems to have shifted from quality to quantity.

In recent meetings, clients have asked us for lists of influencers and their charges – instantly. When we tried understanding their product and audience to find the perfect fit, the response was clear: “Just give us the list!”

Yes, tools can provide influencer lists and pricing in seconds. But will that really help a brand grow? A shoutout from 100 influencers who don’t truly believe in your product may feel like a win, but what value does it bring?

There’s a difference between influencers who influence decisions and content creators who create content. Both are important, but they are not the same.

Here’s the truth: Even a small group of influencers, genuinely passionate about your brand and aligned with your audience, can drive better results than a large pool of mismatched creators.

Instead of chasing the ‘100K OMG’ numbers, brands and agencies need to ask:

• Do these influencers believe in our vision?
• Are they reaching the right audience?
• Can they truly influence decisions?

In the end, authenticity and alignment matter more than numbers. Let’s not lose sight of what influencer marketing is really about. I'd love to hear your thoughts on this!!!