What does the future hold for influencer marketing?
As more and more business try influencer marketing with differing ROI, what do you think the future of influencer marketing is?
– Will companies create stronger vetting processes?
– Will social media channels continue to remove spam accounts to improve the validity of metrics?
Great questions! I think a mistake a lot of businesses make is thinking that “influencers” are only on Instagram. We see a lot of sponsored blog posts and sneaky businesses buying links on websites. Businesses SHOULD be vetting their influencers, whether they’re getting a free product or compensation for the posts/CTA they’re asked to take. Before even approaching an influencer businesses SHOULD be doing an audit and using tools like Social Blade for account information. So yes, hopefully they’ll have a stronger vetting process!!!!
Social media platforms will continue to remove spam accounts, but there are so many ways to game the system nowadays and I’m sure these tactics will only be getting more creative. So, either way, businesses need to do their homework!
Completely agree! Would love to see programs like Rand Fishkin’s SparkToro Fake Follower Audit to advance past Twitter so all social media channels have some sense of follower validity.
I think companies will continue to improve their vetting process and I also think there’s space in the market for a workflow or SAS company to help streamline that process, especially as small non-profits look to tap into the potential of influencer marketing as it relates to donor cultivation.
I also think that it’s “trendy” right now to remove fake accounts, but the pendulum may swing and companies may begin to care less and less about that.