Influencers: Positive or Negative for Digital Marketing?


In this new article, we are going to discuss an extremely interesting topic that many have surely considered at some point: Are influencers positive or negative for digital marketing?

It is clear that influencers are valuable in digital marketing since they serve as role models for a large number of people around the world. Most of the time, people identify with their ideas or opinions on certain trending topics. Influencers act as reference points, making them an extremely useful tool when a company seeks to promote its services or physical products.

If an influencer agrees to promote a product or service, the chances of millions of people around the world noticing the company that supplies it increase considerably. With this type of movement, attention is guaranteed. However, even with this understanding, it is good to ask once again: Are influencers positive or negative for digital marketing?

We can say that influencers can be a double-edged sword. Even when choosing those with a large number of followers, some strategic and, above all, ethical parameters must always be considered when incorporating them into a digital marketing campaign. But before diving deeper into this topic, it is good to briefly and clearly explain what an influencer is.

What is an influencer?

When we talk about influencers, we refer to people who, given the time they have invested in providing accurate opinions on social networks and their constant exposure to a certain audience, have positioned themselves as “points of reference” regarding various topics of daily life or special events. The main factor that distinguishes an influencer is their number of followers and the type of content they display. Their online presence is crucial for their continued financial growth through advertising contracts and income obtained from platforms such as YouTube.

Influencers are seen as opinion leaders because they have gained the trust of their followers over time. Their opinions can sometimes influence the outcome of social situations. The opinions of influencers, backed by their millions of followers, can make a significant difference in various events, illustrating their power on the web and why they can be a valuable resource for companies seeking to promote their products.


When are influencers positive or negative?

As mentioned at the beginning of this article, influencers can be a double-edged sword in digital marketing for various reasons. But how can it go wrong for an influencer with millions of followers to sponsor a product? It can happen if the influencer’s style and values do not match the product being sold. In such cases, the target audience, their followers, will not identify with the product, ignoring the advertising regardless of how well-prepared it is.

Imagine hiring a tech-focused influencer to promote your latest moisturizing cream with the scent of tropical fruits. This would be a terrible digital marketing strategy, as the target audience is interested in technology, not cosmetics related to personal care.

This example shows the importance of choosing the right influencer based on their followers’ interests, not just their follower count. Indicators of a negative influencer choice include:

  • The influencer is not related to the product or service being promoted, making the promotion look artificial.
  • The product does not meet appropriate quality standards, which is common in the tech and video game markets.
  • The influencer exhibits excessively exaggerated and unnatural positive reactions, making the promotion look misleading.
  • The influencer fails to disclose that the promotion is paid advertising, which is illegal in most countries and can result in fines.
  • The influencer denigrates a group of people or competing companies through the promotion, creating a negative case.

These examples can harm the brand behind the products, as influencers have a significant impact on the web. It is the responsibility of the marketing department to choose the best representatives for their product or service, always adhering to professional ethics and respect.

Positive examples of influencers in digital marketing include:

  • Influencers who are chosen correctly and perfectly represent the product or service in terms of image and follower interests.
  • When the promoted product is of good quality and delivers on its promises, making the influencer’s promotion seem more natural.
  • When the influencer provides constructive criticism about the promoted product or service, reflecting their commitment to their followers.
  • When the influencer promotes using their usual style, informing their followers truthfully and sincerely.

Brands can see rapid growth in their customer base when influencers are used correctly. It’s important to note that sometimes, an influencer with fewer followers but higher engagement can be more effective than one with millions of followers.

Influencers: Their positive value is greater

In conclusion, influencers are more positive than negative in digital marketing. They allow brands to grow quickly in terms of income and popularity. As long as good practices are applied within ethical and legal frameworks, influencers will remain a top choice for promoting products with expected results.

Of course, there will always be exceptions where certain influencers do not behave as desired. This is similar to various aspects of life in general. The key is using logic to discern when what we see is genuine and when it is not.

Humberto Hernandez

April 30, 2020

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