The Commoditisation of Influencer Marketing

"With such fast adoption and growth in this sector over the past few years, we're now starting to see the commoditisation of influencer marketing. The biggest challenge to overcome is to move from a mind-set of quantity over quality, towards authentic partnerships that drive long term value. When Influencer marketing isn't treated like a strategic communications channel or responsibly implemented, the results don't always translate for brands, and I think we're starting to see increasing dissolution and an erosion of trust from consumers."

"We have ensured that influencers are part of the conversation upfront at the briefing stage with clients. If we think about the strategic role of the activity and how it will work alongside out of home, performance media, or digital partnerships, we can start to extract the maximum value and focus campaign output when it matters at specific stages of the consumer journey."

Commoditisation has driven a quantity-over-quality mindset in influencer marketing. Authentic partnerships and strategic approaches are required to deliver long-term value and rebuild consumer trust. When influencer marketing is not treated as a strategic communications channel or implemented responsibly, results often fail to translate for brands and consumer trust erodes. Including influencers at the briefing stage enables alignment with out-of-home, performance media, and digital partnerships to extract maximum value at key stages of the consumer journey. Collaboration with media buying teams enables optimisation and repurposing of creative assets across digital and above-the-line channels. Rigorous, data-driven influencer validation enhances accountability and effectiveness.

Read at Thedrum