Instagram’s new feature allowing businesses to extend influencer posts to broader audiences could enhance reach but may compromise the personal trust that is central to effective influencer marketing.
Published On: June 7, 2019
This week, it was announced that Instagram will now allow businesses to push ads posted through influencers to bigger audiences, who may not follow the brand or the influencer.
While this may help marketers reach more audience with potentially more targeted creatives, they risk missing the key benefit of working with influencers.
At its heart, influencer marketing is about trust between one relatable individual and their followers.
Influencer Marketing, when done right, can allow brands a personalised connection to the consumer through the relevant person they follow and trust.
It remains to be seen whether brands can easily transfer the relationships influencers have with their followers to a wider, unfamiliar audience. We will certainly be keeping tabs on the effect it has on the marketing landscape!
Keep informed with the latest trends, reports, and case studies from the world of influencer marketing.
Both influencer marketing and traditional advertising can achieve broad reach and foster trust—yet they do so with different strengths and challenges. Influencer marketing builds trust through personal, authentic endorsements that resonate with targeted audiences, often leading to higher engagement and a sense of community. Traditional advertising, on the other hand, leverages the credibility of established platforms and can quickly raise brand awareness across a wide audience.
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