Why influencer marketing doesn't work

Most brands try influencer marketing but end up concluding it doesn't work. In most cases, it is for a very particular reason. They treat it like it's a celeb shoutout.

It's surprising how many brands still think influencer marketing is about getting an Instagram model to pose with your product.

Easy trap to fall into: pay per post, make it look celeb-like.

I see these posts where a model is holding a product in a very awkward unrealistic way, they clearly don't use it and the caption reeks of talking points their agency copy-pasted. This shit doesn't work 📉

Think about doing influence marketing, not influencer marketing. Are you really influencing someone with a product placement like that?

You need to reach creators who have influence over an audience, creators who can create content that holds attention and persuades. When starting out, have a bias for smaller creators which niche audiences they have built huge trust with. Not big celebrity shoutouts.

Sales will come through creator advocacy, not ads 🎁. What do you all think?