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The Short answer to that question is “no”.

The Long Answer is: As of today, the money you invest in influencer marketing has the most likelihood of getting you the returns. Any poster or hoarding used for marketing is rather geographically limited in the world of telecommunication and internet. Television advertisement and sponsored content over the internet would work, but that would still come from a seller. Influencer marketing lets you have the recommendation of somebody the audience or consumer trusts.

The Influencers themselves feel responsible for which service or product they advertise; as they correctly assess that their audience takes their word with some amount of trust in them. Which is why companies like Squarespace and Wix (which are e-learning tools and web developers) have been so successful using influencer marketing, as they targetted the communities that needed those services through youtube channels and podcasts that cater to an audience that listens to infotainment on these platforms.

Another advantage you have is that you come to know exactly how many people you’ve reached and you get to pay them by that standard only. Influencers, especially the big ones, will usually charge by cost per 1000 engagements; depending on the platform this could be views or likes etc. In a few cases, the memberships or product linking through the post itself will pay the influencer according to products sold through that link. Hence, you have your advertisement investments and the returns you made from them down to the decimal.

The point I am trying to circle down to is: in my opinion, no, influencer marketing is not overrated at all.

If you want more info on how and where to start your influencer marketing campaign, go to Influencer Marketing Platform | One Impression. One impression is a marketing consultancy that could help you plan your marketing campaign and recommend the influencers that are right for your business. They have an extensive network of influencers on multiple platforms, businesses of various kinds and a team of marketing professionals who specialise in online marketing campaigns.

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