Top influencer marketers describe 3 big challenges facing the industry
Marketing executives report that influencer campaigns are increasingly difficult to manage due to the challenges of talent selection, content approval, and unpredictable algorithm performance. Many brands still rely on manual, labor-intensive processes to coordinate with creators in a $12 billion industry.
Why it matters
The reliance on manual processes in a massive, data-driven industry highlights the friction between human-centric creative work and the desire for scalable, automated marketing.
E.l.f. Beauty hosted an influencer activation at Coachella. VALERIE MACON / AFP via Getty Images Influencer marketing can be messy and unpredictable. We asked top creator marketers about the main challenges they face when running campaigns. Marketers said choosing talent, approving content, and forecasting reach create the most headaches. Influencer marketing has ballooned into a $12 billion industry in the US. And yet, running campaigns can still feel unpredictable. Business Insider asked more than a dozen executives at top brands like Poppi, E.l.f. Beauty, and the National Football League what challenges they face when working with creators. Three common pain points emerged. First, it's tough to find relevant talent amid a growing pool of content creators. It can also be tricky to agree on content copy when balancing a brand's messaging goals with the creator's own voice.
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