Navigating Influencer Marketing: Uncovering The Pros and Cons

by Robert Burko
3 mins read
Woman vlogging at home utilizing influencer marketing

Influencer marketing is a popular marketing strategy for companies and brands who are looking to increase their reach and engagement by leveraging an influencer’s large network, as well as their credibility. The results show that influencer marketing can be highly effective; however, it’s also important to consider all of the pros and cons of influencer marketing, before jumping into a campaign. 

Pros of Influencer Marketing

Building Trust Quickly

Influencers became influencers in the first place because their peers trusted their advice and recommendations. Partnering with these influencers can help you quickly build trust in your brand within their audience.

Enhancing Brand Awareness

Influencer marketing can significantly expand your reach and visibility across the digital landscape; this is a surefire way to enhance brand awareness. Depending on what platforms you want to target, you may want to choose specific influencers who are popular on specific social media channels. 

Enriching Your Content Strategy

Shareable influencer content can enrich your content strategy, providing a fresh perspective that resonates with your audience.

Effectively Reaching Your Target Audience

Influencers often have a defined demographic. This means you can hone in on your target audience effectively – no efforts wasted on those unlikely to convert!

Providing Value to Your Audience With Influencer Marketing

Influential personalities provide valuable content to followers, educating and entertaining them. Your brand’s association with this value can enhance your reputation.

Cons of Influencer Marketing

Difficulty Finding the Right Influencer

Finding the perfect fit for your brand can be a time-consuming process. Not every influencer will align with your company’s values and aesthetics. We recommend reaching out to an agency like Elite Digital, which will help research and source the perfect influencer to meet your needs. 

High Costs of Influencer Marketing

High reach and engagement come at a price. Top-tier influencers can command high fees – potentially straining your marketing budget. It’s important to ensure that you have a sufficient budget for an influencer campaign before jumping into one. 

Limited Control Over Messaging

While influencers know their audience, you must remember that it is potentially risky to relinquish control of your brand’s messaging to one (or multiple) individuals. The content they create may not perfectly align with your brand persona.

Discrepancies in Audience Engagement

While the whole point of influencers is to leverage their extensive reach, not all followers engage at the same level. A large follower count doesn’t always translate into high engagement. There are also accounts that have a large amount of fake followers, which won’t be engaging with any content on any platform. 

Risk of Negative Publicity

It’s always important to remember that influencers are human, and humans make mistakes all the time. If they garner negative publicity, your brand could be caught in the crossfire and it can have a negative impact on your brand’s reputation. 

How Elite Digital Can Help With Influencer Marketing

Navigating the influencer marketing landscape is innately complex; however, you don’t have to do it alone. At Elite Digital, we are proud to specialize in creating tailored influencer marketing strategies. Our team has the capacity to help you identify the best influencers out there that suit your brand, manage your collaborations, and measure the effectiveness of any partnership. We have over two decades of experience in crafting strategies that align with your brand but also resonate with the influencer’s audience; this will help ensure a mutually beneficial engagement for your brand and the influencers you decide to work with. 

Social media content creator utilizing influencer marketing to stream a live tutorial, laughing and talking to her online followers.


While influencer marketing does offer some incredible potential for reach and engagement, it does present some challenges that require careful consideration and expert navigation. The solution? Partner with Elite Digital and embark on a successful influencer marketing journey; we’ll help you leverage the benefits of influencer marketing, all while skillfully managing any of the challenges that should come your way. Contact us today!

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