In the last decade, influencer marketing has become one of the most popular marketing strategies for brands.
However, with the ever-changing digital dynamics, a big question arises: is influencer marketing still relevant and effective to boost sales?
Ignatius Untung, a Marketing and Behavioral Science Practitioner, explains the interesting phenomenon behind the ups and downs of influencer marketing effectiveness.
“A few years ago, when social media started booming, many young people aspired to become influencers. This is in line with the trend where brands allocate large budgets for collaboration with Key Opinion Leaders (KOL),” said Untung in Market Think 137 Program, Marketeers TV.
In its heyday, many consumers decided to buy products simply because they saw recommendations from their favorite influencers. However, this effectiveness is slowly fading away due to a number of complex factors.
One of the main reasons influencers are so effective in the first place is because they are perceived as a neutral third party, unlike brands that are often full of one-sided claims.
“This belief is supported by the Fear of Missing Out (FOMO) phenomenon, where consumers feel the need to follow trends created by influencers. However, this belief does not last forever,” he said.
The increasing number of influencers is creating an overwhelming choice that makes it difficult for brands to choose the right collaborator. This phenomenon is known as choice overload, which makes the decision-making process more complicated.
As a result, many brands choose the wrong influencer, which ultimately does not have the expected impact. In addition, the growing number of influencers is causing the influencer world to become overcrowded.
“This makes it difficult for them to build unique personal branding. When the messages are similar, whether by influencers or brands, consumers tend to ignore them,” explains Untung.
In the long run, audiences adapt. The adapt and ignore phenomenon is becoming a real thing, where endorsements that were once effective at creating a sense of urgency are now losing their power.
“Consumers are increasingly aware that endorsements are a form of paid advertising, which makes influencers’ neutrality often questionable,” he said.
However, influencer marketing has not completely lost its appeal. To stay relevant, brands need to be more selective in choosing influencers.
“Effective influencers are those who have a specific niche and a strong reputation in their field. For example, Tasya Farasya in beauty or Fitra Eri in automotive. They are not only consistent with their content, but also maintain their integrity by not carelessly accepting endorsements,” adds Untung.
In addition, creativity in delivering brand messages is an important factor. Influencers who are able to package content in an interesting way will generate higher engagement, resulting in a wider audience reach.
The success of the influencer marketing trend is not only determined by the number of followers, but also by their ability to build trust and deliver brand messages convincingly. With the right strategy, influencer marketing remains a relevant and effective tool in the business world.
“Effective influencers are not only those who have many followers, but those who are able to package brand messages creatively and reliably,” Untung concluded.
Thisarticle was first published in Bahasa Indonesia in Marketeers magazine. Editor: Muhammad Perkasa Al Hafiz
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