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LOS ANGELES–(BUSINESS WIRE)–March 22, 2023–
Influencer marketing suffers from eight common issues that sabotage campaign results, according to an analysis by RAD AI, a platform that delivers ROI-based creative intelligence solutions. RAD AI founder and CEO Jeremy Barnett traces the root of the problem to a lack of data-driven standards:
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“While other paid advertising methods rely on decisions driven by strict big data analytics methodologies, influencer marketing still relies on intuitive guesswork,” says Barnett. “This is the root of a systemic problem that manifests itself in multiple symptoms all stemming from the same cause. We’ve seen the same patterns over and over again across multiple industries.”
The eight most common problems with influencer marketers face, Barnett says:
Lack of standardization: The influencer marketing industry has no universally accepted key performance indicators for measuring campaign success. It further lacks standardized methodologies for interpreting the KPIs that are used.
Short-term vs. long-term effects: Many influencer marketing campaigns focus on short-term metrics such as engagement, but long-term campaign effects on brand awareness, loyalty, and sales may not be as readily apparent or easily measured.
Platform differences: Influencer marketing campaigns can employ numerous social media platforms, each with its own unique features and algorithms. Such differences make it difficult to identify patterns between campaigns on different platforms.
Result attribution: Properly attributing desired outcomes to the influencer marketing campaign is challenging. It’s often hard to determine if a sale or conversion was directly influenced by a campaign or it would have happened anyway..
Quality of content: Assessing the quality and effectiveness of…..
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