Traditional influencer marketing has been a popular strategy for brands to gain visibility and promote their products or services. However, there are drawbacks to this approach that can hinder a brand’s success in the long run.
In this article, we’ll explore the drawbacks of traditional influencer marketing and how brands can gain more trust, reduce customer churn, and drive more sales to their business using brand ambassador gamifying tools.
One of the biggest drawbacks of traditional influencer marketing is the lack of trust between the influencer and their audience. When an influencer promotes a product or service, their followers may question whether the influencer genuinely likes the product or is being paid to promote it.
According to a survey by Captiv8, 49% of users would trust an influencer less if they knew they were being paid by a brand for a certain post. This lack of trust can ultimately lead to a decrease in customer loyalty and an increase in customer churn.
Another drawback of traditional influencer marketing is the difficulty in tracking the success of a campaign and the return on investment (ROI). The cost of an influencer can vary depending on the size of their followership and the type of social media they use.
However, there is no guarantee that the influencer’s audience will become loyal customers in the future and will eventually join the brand on its journey. This uncertainty can be detrimental to a brand’s long-term success.
Furthermore, influencers with larger followership usually generate less engagement around the content compared to nano influencers.
For example, on TikTok, the difference in engagement rates between micro-influencers and mega-influencers is tremendous – nearly 18% and just under 5% respectively.
This means that traditional influencer marketing may not be the most effective way to engage with a brand’s target audience and promote its products or services.
To overcome the drawbacks of traditional influencer marketing, brands can use brand ambassador gamifying tools to gain more trust, reduce customer churn, and drive more sales to their business. These tools allow brands to turn their existing customers into loyal brand advocates and put a human face to their brand, which is crucial in gaining trust and loyalty from people.
By rewarding customers with small gifts for their social media activity around the brand, brands can build deeper, more trustful, and loyal relationships with their customers. This approach is critical in constantly evolving and developing relationships with existing clients, which can improve the brand’s reputation.
According to Accenture, two-thirds of customers will spend more on brands to which they are loyal.
Brand ambassador gamifying tools can also help brands to calculate the ROI of a campaign more easily and track the success of the campaign. These tools provide insights into customer behavior, likes, and pains that can be used to improve marketing campaigns and involve customers in specific referral programs.
Finally, working with nano-influencers via a well-conceived ambassador program can be a key to reaching future success. The audience of nano-influencers tends to be more responsive, trusting more into the products they use and the brands they choose as well as taking more seriously the recommendations from them.
In conclusion, traditional influencer marketing has drawbacks that can hinder a brand’s success in the long run. To gain more trust, reduce customer churn, and drive more sales to their business, brands can use brand ambassador gamifying tools to turn their existing customers into loyal brand advocates.
By using these tools, brands can build deeper, more trustful, and loyal relationships with their customers, calculate the ROI of a campaign more easily, track the success of the campaign, and involve customers in specific referral programs.