Why Influencer Marketing is Not For All Kinds of Brands?

A person looking skeptically at an influencer's post.

Influencer marketing has become one of the most popular digital marketing strategies in recent years. Many brands have found great success partnering with social media influencers to promote their products. However, influencer marketing is not necessarily the right fit for every company. In this article, we’ll explore why influencer marketing may not work for all kinds of brands.

The Authenticity Factor

Influencer marketing hinges on the perceived authenticity and trustworthiness of the influencer promoting a brand. Followers have a personal connection with influencers they relate to. If there is a mismatch between an influencer’s brand image and a product, it will come across as inauthentic. Brands that sell controversial or intensely personal products may struggle to find brand ambassador influencers who are a natural fit.

Niche Industries With Small Audiences

Influencer marketing works best when you can tap into an influencer's large, targeted follower base that closely matches your customer demographic. However, niche industries with small target audiences may find few, if any, influencers generating quality engagement. In these cases, influencer outreach may not reach enough potential customers to warrant the investment for certain brands.

B2B Brands And Complex Products

Influencer marketing is dominated by influencers focused on consumer audiences rather than other businesses. Additionally, many B2B products and technical/complex services are difficult to showcase in the typical social media content formats used by influencers. Unless an exceptionally talented niche B2B influencer can be found, options are limited for business-facing brands employing influencer campaigns.

The Risks May Outweigh Benefits Of Vulnerable Industries

Some sensitive industries like healthcare and finance carry higher risks when leveraging influencer marketing. When legal regulations around accuracy and ethical practices apply, an influencer's over-simplification, mistakes, or even dubious claims can spell disaster. If not handled judiciously, the cons may outweigh the pros with vulnerable verticals.

Influencer Marketing Not For All: The Takeaway

Before investing in an influencer campaign, brands should closely evaluate if this social media marketing tactic is truly right for them. Influencer marketing is not a magic bullet solution for every company. The most successful partnerships align brands with relevant content creators who can effectively yet authentically promote products to identified target markets.