Why is Influencer Marketing not Ideal for Some Companies?

I vividly remember the immense impact that celebrities had a few years down the line.

Do you also remember?

When celebrities and major established companies had their personal brands?

When musicians like Juakali, actors, footballers, and athletes had all the attention, they dominated airwaves and all other communication mediums.

I'm not old enough, but I have spent much of my time studying the media and marketing industry's whole evolution.

The findings from several studies have revealed that the emergence and widespread usage of the internet (emails, social media, and software) has birthed celebrities' replacement with influencers.

No one is talking about celebrities anymore, more so in the corporate view. Today, businesses are hiring influencers and not celebrities.

Without fear of contradiction, a lot has changed, and more is yet to come.

The old days are gone when one could only be known or become famous through making an appearance on Tv or making discussions on radio stations. People are building their brands online; the other day, we had Flaqqo and tomorrow we will have another person.

Almost everyone is willing to put in effort, time and knowledge to build their brands and become leaders within their niche. To become leaders who get all the attention and traffic in their space. But the truth is, IT CAN'T HAPPEN OVERNIGHT.

Besides all these, some companies still hire influencers, but they end up getting low turnover or ROI. I have witnessed a company that hired an influencer with over 1 million followers; the campaign ran for over three months, but the company followers never increased even to 10k. And remember they are given weekly gift hampers and products for free.

With poor strategy, the wrong choice of influencer, and a poor understanding of the targeted audience, some businesses will continue to lose millions every month. Before hiring one, they should engage a digital marketing expert to help them have the market picture.

Influencers should also package and position themselves for such opportunities. And they should also ensure they have control over their followers. It will help them get real results that, in return, will improve their demand by companies.

It is achievable through sharing relevant content and engaging followers every day. You can't show up only when you want to sell them something while the other days, you're silent; they will ignore. Be a master of your followers and you won't go broke.

Thanks for reading my work. Leave me a comment on what you think about the subject.