Influencer marketing is a very effective marketing tool, but at what price should you use it? One company paid a YouTube personality to talk up their game and it was something that people caught onto were not happy about. The YouTube person was paid tens of thousands of dollars to talk about the game.
- But it turned out that Kjellberg, who has about 48 million YouTube subscribers, was being a bit disingenuous. Actually, Warner Bros. was paying him and others tens of thousands of dollars to talk up “Shadow of Mordor,” a then-new video game.
- That’s, perhaps, a reflection of influencer marketing’s popularity. Brands are turning to influencer marketing as a hedge against ad blockers and a Millennial/Gen Z resistance to traditional advertising.
- Even with full disclosure, though, it’s likely that influencer marketing will lose efficacy as it becomes more widely used. Once every celeb and category influencer is doing paid promotions, there’s a risk that consumers will develop a category version of banner blindness.
“Influencer marketing also can provide dramatic increases in ROI.”