Brands are not investing well in influencer marketing (and here are the reasons)

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Influencer marketing is experiencing a huge boom in recent times and can be very effective. However, specialist agency H2H , in collaboration with Primetag , has revealed that brands are generally not using this type of advertising well.

The latest report they have carried out, entitled 'The 4 reasons why Influencer Marketing does not work' reveals that in 2021 alone, brands wasted more than 20 million euros on malaysia phone number data advertising actions with influencers. The study has worked with a sample of more than 76,000 digital content creators and has analyzed more than 112 million publications in different formats.

The level of direct investment in advertising with influencers has experienced a growth of 14.9% in 2021, reaching 55.2 million euros . According to data from ARCE Media, this year the figure is expected to exceed 61.9 million euros of direct investment in this market, 11.1% higher than the previous year.

As one of the fastest growing budget lines in advertising media investment, it seems strange that it does not always yield the desired return.

In this sense, H2H and Primetag have worked together to help the general professionalization of the sector and detail why brands are not optimizing their advertising investment with influencers. These are the four main reasons:

1. Advertising saturation
According to this study, in Spain, 2 out of 10 posts shared by influencers are paid for by brands. However, 2 out of 10 influencers have stopped influencing. This is because the strong growth in investment has resulted in a greater number of commercial posts, with some influencers saturating their followers with advertising .