Influencer
Marketing
Fatigue

A SamyRoad study
2024

REALITY:
IM Works

Investment in influencer marketing is growing year-over-year, reaching $24B by 2024. The increase in IM investment is a result of more brands applying IM strategies and an increase in the budgets dedicated to IM by brands, because they see the impact of Influencers in brand’s perception.

THE PROBLEM: Content oversaturation

+ INVESTMENT IN IM

64% of brands interviewed for our Marketing Trends 2024 said they would increase their investment in Influencers this year.

+ SATURATION OF IM ADVERTISING CONTENT

47% of users say they are tired of influencers’ repetitive advertising posts on Instagram.

+ AUDIENCE FATIGUE

51% of users simply skip over influencer posts when they see them in their feeds. 

= CREDIBILITY CRISIS AROUND INFLUENCERS

34% of users consider influencers’ comments and posts to be advertising.

The Challenges of the New Influencer Marketing

FIGHT THE CREDIBILITY CRISIS

What makes up the lack of credibility?

Hidden advertising
No value match
Dishonest communication
Hyperbolic selling

THE LOVE TRIANGLE

Lack of connection between influencers, brands and agencies

Current situation and how to improve

CREATIVITY

The sine qua non of the equation

Content that demonstrates humor, authenticity and closeness influences the purchase decision x1.4
Actionable insights
Open communication
Open Mind

#BeatTheFatigue:

The ultimate guide

 

What will you learn in the paper?

  1. How to foster brand-agency-influencer fluidity
  2. Define and understand the objective of your strategy
  3. Know what role the influencer plays in your strategy
  4. Choose your influencer correctly
  5. Creativity: the secret ingredient
  6. Measure or die

#BeatTheFatigue
Download here

Methodology

How did we make this study?

LISTENED TO USERS

Social listening of more than 200,000 conversations on social media about influencers in Spanish, Portuguese and English held in 2023

UNDERSTOOD BRANDS

Analysis of more than 500 briefs received worldwide between 2022 and 2023

TALKED WITH EXPERTS

In-depth interviews in +15 markets with influencer representation agencies

About SamyRoad

At SamyRoad we have developed predictive property technology to generate end-to-end data-based influencer marketing solutions that help the top leading brands worldwide succeed in the new advocacy era.

We leverage our proprietary technology to select the right match among 42M KOLs and a dedicated account executive, providing assistance through all the process, to carry out successful campaigns.

+300 clients AAA

+4000 Influencers recruited

+2000 signed contracts

+50 markets

SamyRoad is part of Samy Alliance, a global ecosystem of specialized marketing solutions with over 400 professionals operating from 15 offices in over 55 markets. Samy Alliance develops socially and humanly impactful end to end campaigns aimed to build trust and community through our specialized solutions in Research, Social Media, Strategy, Creativity, Influencer Marketing, ePR and Paid Media.