• Britt Lemoine

Influencer Marketing: The Good, The Bad, and the Ugly.

Updated: Aug 4

Nearly a decade ago, celebrity endorsements were the only form of influencer marketing.


Commercials were plastered with familiar Hollywood faces and even the Superbowl clearly demonstrated to us that Kendall Jenner is a huge fan of Pepsi and social activism. It absolutely made us go out and grab a case of Pepsi and fight for our rights. Right? Wrong. So wrong.


The problem with using celebrity endorsements is that the average consumer isn’t well… dumb.


We know Kendall Jenner doesn’t wake up and crack open a soda before shooting her Vogue cover. That said, businesses everywhere began seeing the value in this sort of marketing, but consumers needed a subject that was more believable and more relatable.

Kendall Jenner Pepsi Commercial-Influencer Marketing: the Good , the Bad and the Ugly

With the digital space being fiercely competitive, businesses found themselves needing an alternate approach to build a solid sense of trust from their consumers. One of the most effective ways to do that is influencer marketing.


Influencer marketing is a form of partnership or collaboration.


A brand or business of any size can collaborate with an influential person to promote something. This could be a product, service, or even a cause.


So, what makes these people so influential you may ask? Numbers. Simply numbers.


A metric called an “engagement rate” is used to measure the level of interaction by followers from content created by a user. It is calculated as total engagement divided by total followers, multiplied by 100. There are ways for social accounts to pretend they have these numbers and simply buying followers or likes. This is why we always recommended running a Social Media audit. These audits can detect any fishy numbers and let you know if their followers are engaging enough to prove value to a business, or if they’re ghost followers (followers who are not active = typically purchased!).

Analytics-Influencer Marketing the good the bad and the ugly

Although engagement rate is important, there are a number of additional key factors businesses should consider when scouting for their ideal influencer or influencers.


1) Discover your Ideal Candidate

Remember, influence is not simply about popularity. People don’t automatically become influencers because they have large followings on social media. If that was the case, the biggest influencers would be those with the deepest pockets for buying followers. For example, if you’re a business that offers fitness or wellness services, make sure that your candidates have the same passion and love for the industry and services offered.