Think Influencer Marketing Isn't for You? Think Again

Influencer marketing can spark different opinions. While some brands are open-minded and have been utilizing influencer marketing for years, others remain hesitant because they don't believe in its effectiveness or feel that influencers don't align with their brand's reputation. In this article, let's debunk some myths and explore why any brand can find its influencer angle—and, most importantly, what modern tools are available to evaluate opinion leaders.

Recent data reveals some compelling insights. According to a WKND marketing managers survey, 30% of brands are ready to increase their budgets for collaborations with influencers and opinion leaders. Meanwhile, Kolsquare data shows that 89% of European influencer marketers rely on Instagram for their campaigns. Despite this, some still doubt that influencers are a valuable tool, viewing social media as an enclosed, self-contained space where things just bubble up but never lead to real-world decisions. Data shows this is a misconception. According to GWI Europe 2022, 23% of people believe influencer recommendations are more engaging than traditional ads. Furthermore, 20% follow influencers who regularly promote products and are willing to purchase items recommended by them. Long story short: influencers influence one in every five customers. So, if you want that one to be yours, go for it!

Myth #1: Influencers Aren’t Real Marketing Tools

Let’s dive into the first myth—some think that influencers aren’t even a legitimate marketing tool. This opinion is especially prevalent among older-generation marketing managers. While it’s understandable—especially when you're overwhelmed with data, strategy, and shrinking budgets—working with someone who seems to be living their best life, sipping coconut cocktails on an exclusive island, may seem out of touch. But let’s remember the most important point: you should be where your audience is. And indeed, there’s a substantial audience! While people may ignore classic ads from big corporations, they’re still keen to consume content from their internet favorites. Influencers' direct access to their followers strengthens their perceived relatability or, even if they don’t seem relatable, their inspirational appeal. They are either people like us or people we aspire to be, but most importantly, they are individuals, not faceless corporations. Because of this, influencers tend to be trusted more than brands. Creators have harnessed the power of word-of-mouth—a long-established persuasive tool—on a larger scale, creating a hybrid media channel that combines authenticity with reach. As the creator economy continues to grow, brands must understand how to leverage the qualities and skills of creators to meet various business objectives.

Do you want to target the Baby Boomer generation? You might be right—data suggests they don’t trust influencers. However, the situation with Gen Z and millennials is much more favorable. Online influencers and content creators are credited with building strong connections between brands and younger consumers, particularly Gen Z. In fact, 68% of Gen Z respondents in a recent survey said they follow creators for inspiration and discovery, with 79% stating their purchasing decisions have been influenced by a creator. According to survey responses in the Buying Behaviors section of the 2024 Influencer Marketing Report, 86% of consumers make a purchase inspired by an influencer at least once per year.

Myth #2: Influencers Are Too Distracted for Effective Marketing

A lot happens in the world of influencers—parties, events, family, style, travel... Sometimes, marketing managers start to question how their brand’s message can break through without getting lost in all the noise. We understand the confusion. If you’re more accustomed to classic advertising that delivers a direct, straightforward message through dedicated channels, you may have your doubts.

Why are influencers effective? Not because they are attractive or successful, but because they build communities—evolutionarily and historically, the most crucial reason why people trust and seek advice. Yes, the form of the community has changed over time, and now we live in the age of digital communities. But at their core, humans still have a desire to belong to something bigger than themselves. Communities are thriving in new ways. Today, creators—not brands—are the ones building these communities and aiming to establish trust. Goldman Sachs estimated that by 2024, the creator economy was a $250 billion industry, potentially reaching $480 billion by 2027. The tight-knit communities that creators create—whether centered around parenting, sports, beauty, or any other niche—hold great power for brands to influence more people and create loyalty with future audiences. Creators with an authentic voice will be key to reaching audiences and building trust with consumers in 2025.

Authenticity in the Age of AI

Here’s an interesting thought: With AI-generated content on the rise, brands worry that people will grow tired of it and start seeking authenticity again. This is where influencers still hold great potential. Even if they face criticism for producing non-genuine content, if AI becomes dominant, people will still seek out real individuals and authentic visuals. Not all content creators are simply competing for money; platform experience, clout, and longevity are also key factors. Understanding the evolving preferences of content creators is vital for platforms aiming to expand their user base and ad revenue.

And remember—content creation with influencers is a two-way street. Create clear briefs, ask for genuine content, and avoid pushing influencers to act like static outdoor ads with messages that have been refined through endless corporate layers. Be authentic, and encourage them to be authentic. The focus should be on building authentic partnerships with influencers who share common values with their audiences. In 2025, influencer marketing will increasingly prioritize responsibility, driven by the demand for more diverse, inclusive, and ethical campaigns. Brands and opinion leaders must meet these expectations by adopting authentic and transparent practices.

Influencers Can Represent Any Brand

Some brands believe influencer marketing isn’t for them—especially those in industries like pharmaceuticals, medicine, science, finance, law, or B2B services. However, influencer marketing is not limited to celebrities or lifestyle bloggers. There are scientists, doctors, entrepreneurs, industry experts, and niche content creators who align with professional and specialized fields.

You can always find influencers who align with your brand’s values and reputation. There’s no need to chase big names with massive followings. In many cases, medium or even micro-influencers—who may have a smaller audience but boast higher engagement and credibility—can be more effective. 77% of Instagram influencers worldwide have less than 10,000 followers, and they can act as a bridge between a brand and its audience to build a non-measurable but very impactful relationships and brand ambassadorship in the long-term.

Myth #3: Influencer Campaigns Aren’t Measurable

Many brands hesitate to invest in influencer marketing, believing that results are impossible to track. But the truth is, everything can be measured—if you trust the right agency. Promo codes, affiliate links, and UTM tags can directly track real-life purchases and engagement driven by influencers. Beyond that, agencies always request detailed reports from influencers to track key metrics like reach, views, engagement rates, and audience demographics. With this data, agencies apply advanced analytics to measure performance, optimize campaigns, and ensure maximum ROI. Additionally, specialized tools and platforms provide in-depth insights. For example, MSL Baltics uses CreatorIQ, and Publicis has partnered with Influential to ensure data-driven influencer strategies. With the right expertise and technology, influencer marketing is just as measurable as any other digital campaign. Trust your agency—we have the tools and data to prove success.

References:

https://marketingavide.lv/LMVA2024_29.11.9d2c4123673bd9eab283.pdf

Kantar Digital Analytics

GWI Europe

Meta “Five Gen Z Trends Shaping the Future of Brand Engagement,” August 2022.

Ipsos, Retail Future of Shopping” Study (Meta-commissioned online survey of 2548 Retail shoppers ages 18+, Thailand, March 2022), Top 2 Box.

Meta “Five Gen Z Trends Shaping the Future of Brand Engagement,” August 2022.

Meta, “Brand-building with creator partnerships.”

Sprout Social. 29 influencer marketing statistics to guide your brand’s strategy in 2025