The answer to if influencer marketing works, especially on social media, is yes but that’s if it’s done right and people have real influence. Nowadays social media is inflated with people buying followers, likes, etc. and seeing engagement (like conversations in the comments) is key.

Influencer marketing works if you have the ability to identify true influencers and work with them directly as opposed to third-party influencer marketing platforms/services, and that gives you the ability to analyze their actual reach and determine a potential ROI. Otherwise you’re operating in the dark.

For example, looking at a social media influencer with 100k followers that gets a few comments per post versus a micro influencer with 1k followers that gets 50 comments per post – that shows who’s influential and ultimately determines where you as a company should spend your money to produce the highest ROI.

The question around if influencer marketing actually works is often based on bad experiences in the past or horror stories from other businesses, but when done right influencer marketing will produce results and we have a track record of doing exactly that.

Sometimes the grass is in fact greener on the other side, but you just have to see the light.