I’ve read many views recently that have debated the value of paying an influencer. One popular opinion is that once you’ve paid for an influencer to promote your product, you then lose credibility and ultimately the influencer is no longer influential.
Whilst there is merit in this view if you take examples to an extreme – such as expecting a gaming influencer to promote baby products, or a beauty vlogger to support high-fat foods – in practice, this wouldn’t work for either the brand or influencer. If the two aforementioned examples where the status quo, then I’d agree, influencer marketing would be a waste of time as neither entity would have any respect for their audience (or integrity), and influence wouldn’t exist…
