According to the Influencer Marketing Hub 2023 Benchmark Report, over 80% of marketers now have a dedicated influencer marketing budget – and for good reason. When planned, executed and optimized thoughtfully and creatively, influencer marketing simply works. That said, it’s far from foolproof.
My company, Group RFZ, has measured the impact of countless influencer marketing campaigns of all shapes and sizes for more than five years. We have seen the good (mostly), the bad and the ugly. When we do see things go off the rails from an effectiveness perspective, typically it’s because one of the following gaffes is made.