Influencer marketing has been a big part of digital strategy for years—but its impact is changing. With shifting audience trust, new platforms, micro-influencers, and evolving buyer behaviour, some brands still see great results while others feel the trend is losing power.
This question was inspired by a friend’s observation when he took note that this year, Naivas supermarkets seem to have cut down on their influencer budget as compared to what we were seeing on our screens the same time last year(2024).
Personally, influencer marketing does not make it to my top list; for some reason, it’s always in the back shelf.
Your insights can help teams understand where influencer marketing fits in today’s landscape.
I feel influencer marketing is overly hyped. I have always thought how is the ROI reached, I think is more of a gamble.
Assuming an influencer is being paid 100k for a deal, afterwards how do you reconcile your investment of 100k against your returns.
Influencer marketing is a gamble and a headache to marketing teams. Anyone in marketing can enlighten me how the ROI is arrived at in such cases.