• 0

Marketoonist | Tom Fishburne

Marketoonist is the thought bubble of Tom Fishburne. Marketing cartoons, content marketing with a sense of humor, keynote speaking.

  • Campaigns
  • Speaking
  • About
  • Cartoons
  • Contact
  • Book
  • 0

influencer fatigue

May 6, 2018 1 Comment

  • Paid licensing options include high resolution download.
  • Presentation $35.00 Add to Cart
  • Newsletter or Website $100.00 Add to Cart
  • Corporate Blog/Sponsored Post $50.00 Add to Cart
  • Looking for other licensing options? click here
  • View Cart
  • Click to share on Twitter (Opens in new window)
  • Click to share on Facebook (Opens in new window)
  • Click to share on LinkedIn (Opens in new window)

Gartner L2 recently reported that 70% of brands across industries worked with influencers on Instagram in 2017. Influencer marketing is projected to become a $5 to $10 billion market in the next 5 years.

These reports came before the Facebook algorithm change and the impending GDPR deadline threw many marketers’ social plans into disarray, which suggest even more brand investment with influencers as a way to engage audiences.

And yet the explosion in influencers is creating what one PR firm calls an “authenticity crisis”. Splendid Communications reported the results of a UK survey that 43% think influencers are “often inauthentic” and work with brands “they don’t believe in.” A further 52% assume that if an influencer promotes a product, they have been paid to do so, even if they haven’t. 61% admit to unfollowing an influencer who worked with “inappropriate” brands or who “endorsed too many products.”

Your Ad Ignored Here
"If marketing kept a diary, this would be it."
- Ann Handley, Chief Content Officer of MarketingProfs
Order Now

Only 5% of this survey said that influencers are “genuine” and “only promote brands and products they truly believe in.”

I’ve been trying (without success) to find a chart I saw presented at a conference a few months ago. It ranked average numbers of brand partnerships per influencer per month. My memory may be off, but I recall the higher end was something like 35 different brand endorsements in a month, so more than one per day. I’d love to see the source if anyone has that.

The authenticity crisis is one reason there’s a shift from one-off celebrity endorsements to micro-influencers involving longer, deeper campaigns.

But as the marketing world invests even further in influencers of all stripes, I think it will be a challenge to overcome the inevitable influencer fatigue that comes with oversaturation.

Here are a few related cartoons I’ve drawn over the years.

“Social Media Stars” December 2014

“Facebook News Feed” January 2018

“Influencer Marketing” March 2018

Filed Under: advocacy, social media

Get a new marketoon each week:

Previous Post Next Post

innovation risk

Glass Half Full

brand standing

Browse similar cartoons in: advocacy, social media

Browse By Category See All Marketoons

1 Comment

Join the Discussion
  1. Dave S says

    May 7, 2018 at 7:11 am

    So how do we rank efficacy of the following?
    – Traditional CPM Purchases
    – Influencers
    – Lobbyists
    – Russian Hackers

    Reply

Leave a Reply Cancel reply

Your email address will not be published. Required fields are marked *

  • Paid licensing options include high resolution download.
  • Presentation $35.00 Add to Cart
  • Newsletter or Website $100.00 Add to Cart
  • Corporate Blog/Sponsored Post $50.00 Add to Cart
  • Looking for other licensing options? click here
  • View Cart
Your Ad Ignored Here Book Image

15 years of Marketoonist compiled for your marketing pleasure.

Order Now

About Marketoonist

tom_image

Marketoonist is the thought bubble of Tom Fishburne a career marketer and cartoonist. Learn More...

Subscribe

Get a new marketoon delivered to your inbox each week.

 

Browse Blog Posts

Most Popular Cartoons Browse Categories

Marketoon Campaigns

contentmarketing

Content marketing with a sense of humor.

Learn More

Keynote Speaking

speakingworkshops

Insightful, funny, and visual keynote talks and workshops.

Book Tom to Speak

Search Blog Posts

Interested? Let’s Talk!

Marketoons

Browse Categories

Get New Cartoons Weekly

About Marketoonist

Tom Fishburne is the Founder and CEO of Marketoonist, a content marketing studio that helps businesses reach their audiences with cartoons.

© 2023 Marketoonist