Breaking the influencer marketing myths


Table of Contents


Influencer marketing, which taps into the reach and impact of influencers on their audience, has been experiencing an upward trend in its implementation. As more and more businesses are realising its potential and embracing the strategy, it is gaining more popularity.

But like every other strategy, it is falling prey to the various myths that surround it.

It is common that when businesses explore new opportunities, those paths are often new and hence unexplored, which creates some assumptions that translate into ill-founded beliefs. A similar fate is being experienced by this very popular social strategy.

Let’s explore those myths here and break them for good:

1. Influencer marketing doesn’t work for my industry

The biggest advantage of influencer marketing is that it isn’t restricted to a particular industry. No matter what the niche, you can find influencers there. And with influencer search tools coming in, locating the right influencers has become even easier.

However, a lot of brands think that influencer marketing won’t work for their industry and that there are no influencers to speak for their product.

On a positive note, this is far from the truth. As mentioned earlier, there are a number of tools that let you find the influencers based on categories. And these categories cover a wide range of industries – art, beauty, fashion, fitness, gaming etc.

ninja outreach

2. Celebrity influencers are the only ones effective

Yes, that is a very popular myth surrounding influencers – that only celebrities can help you meet your business goals and the other influencers don’t work as much. This myth stems from our misguided beliefs about influencer metrics. Most of the marketers, when looking for influencers, consider the influencer’s numbers as the most crucial determinant of their reach and influence. And while celebrity endorsements do bring in great results for some brands, they are almost always inaccessible to small businesses due to budget constraints. And sometimes they don’t create a long-lasting influence.

It thus becomes important to go beyond these celebrities and look over to the other side – which is the micro influencers. Not only are they cost effective, but they also drive 60% higher engagement than their macro influencers.

influence on insta


3. There is no way to measure influencer campaigns

Measuring influencer campaigns is actually a very important aspect of influencer marketing. But many marketers continue to believe that there is no way to measure the success of these partnerships. But again, this is another big myth.

When you create influencer campaigns, you can monitor them against a number of metrics through the dashboard provided in the influencer marketing tools. These metrics could be anything from clicks to impressions to engagement. It’s time for businesses to know and make the best use of this analysis.

4. Influencer campaigns should be entirely automated

When companies create their influencer campaigns, they often assume that the tools will automatically take care of the whole process. While the tools are powerful and make life easy, they don’t offer a complete influencer solution. Various aspects like offline events, Q&As are sometimes ineffective without a personal approach.

What we mean is that these campaigns to be truly successful, there needs to be more space for personalisation than automation alone. In fact, many companies with successful influencer campaigns approach specialised influencer marketing agencies for their expertise and insights instead of relying on online tools entirely. This helps adds a unique value to your influencer plan.

5. Influencers can breathe new life into flawed ideas and products

This problem happens especially with companies in their initial stages. Even when they haven’t fully vetted a product, they decide to bring it to the influencers in the hope that they will get their idea to work.

This is one of the many reasons why so many ideas get rejected. A typical example of this is a TV show that invites startups to present their pitch and attract investors (and here investors are also very prominent social figures aka influencers). This show is a perfect example of how bad ideas fail to convince influencers and even when influencers get onboard, those ideas still fail to work.

Closing thoughts

Influencer marketing is helping brands channelise the powers of important social figures to unlock more conversions and profits. Influencers are even assisting brands in changing the mindset of their audience and perceive the products in a new light; making it a very attractive marketing technique. To ensure that you tap fully into the influence, eliminate the above false beliefs and create better future campaigns.


The biggest challenge when it comes to influencer marketing is being able to find the right influencer who resonates with your brand personality and voice. Thousands of influencers are constantly producing content, making it important to scout through available choices and find influencers who meet your needs.

Considering audience engagement rates, content styles, pricing, and turnaround time will prevent content gaps. Additionally, certain influencers get into the practice of buying followers to capture high-paying and valuable brand deals. Before deciding to work with an influencer, thoroughly analyze their profile for authenticity.

Yes, influencer marketing effectively brings your brand more exposure, traffic, and sales. Many marketers, in fact, optimize their influencer marketing strategies to improve the quality of ROI they generate.

Most often, brands consider collaborating with an influencer when they are at their peak or are able to leverage current trends to gain more followers.

By doing so, brands can showcase their range of products or services to a growing audience. Additionally, through influencer marketing, brands can leverage trust equity associated with the influencer they are working with.

Here are some factors you must avoid when investing in influencer marketing:

  • Not investing in an influencer marketing tool to build relationships beyond business
  • Not drafting a contract listing all the terms and conditions clearly.
  • Deciding to work with only big-time influencers with a large following and not working with micro-influencers (their audience base is more concentrated and can draw better higher engagement)
  • Not being transparent about your expectations from the collaboration, hiding information about your products or services, permits, and licenses, or any other factor that can have a negative impact on the influencer’s credibility.
  • Giving more weightage to influencer marketing and letting go of user-generated content
  • Limiting your influencer marketing campaign to just social media.
  • Releasing the same content format on all channels instead of experimenting with different content formats.