Too many marketers confuse influencer marketing vs. advertising. Marketing is imminently more effective, but in some cases the time cost of executing it exceeds the higher value vs. advertising. It takes experience and a fully strategic view to know the difference.
Thanks in part to a “60 Minutes” segment in October, influencer marketing has crossed over. It’s no longer just a topic of interest to advertisers. It’s a subject of public interest.
As the segment illustrated, influencer marketing is a big business. Teens with millions of followers can pull in hundreds of thousands of dollars for a shout-out on YouTube or Instagram.
It’s easy to imagine viewers all over the country yelling at their screens about the unfairness of it all, but from a marketer’s point of view, there’s another big problem: This type of “influencer marketing” isn’t actually marketing. It’s really “influencer advertising” and should be viewed as a less effective, pricier variation that has a corrosive effect on influencer marketing.
Influencer marketing transfers the implicit trust that consumers have in people they follow online and transfers it to a brand. Influencer advertising betrays that trust both for the influencer and for the brand.
Read more from the source: Marketing Land