Influencer endorsements can actually be even less effective than traditional ads, despite their outsized budgets.
The industry has also been expressing concerns about the validity of social media ‘vanity’ measures, documenting that engagement for most social media platforms and for collaborations with
influencers can be very low (Influencer Marketing, 2020)
Influencer endorsements can actually be even less effective than traditional ads, despite their outsized budgets.
https://sponsors.marketingscience.info/wp-content/uploads/sites/2/c_pub/2023/03/2023-03-20-A-comparison-of-Social-Media-Influencers’-KPIs-Patterns-Across-Platforms.pdf