The key challenges facing influencer marketing in 2018

The key challenges facing influencer marketing in 2018

Influencer marketing was PR’s big growth story in 2017. 

Instagram now boasts 700 million active monthly users, while YouTube’s top 10 creators raked in £93.7 million last year all by themselves.

But as the marketplace becomes saturated, new challenges are starting to surface. In 2018, communicators are finding themselves under increasing pressure to identify the best influencers and show that their campaigns are delivering returns.

“We live in a world of fake followers and of marketing companies boasting 10,000s of influencers on their books,” says Caspar Lee, the YouTuber and chief innovation officer at Influencer. “Through all the noise, it’s hard to figure out which influencers to work with.”

At the same time, shoehorning content that doesn’t fit naturally into an influencer’s feed often leads to a consumer backlash.

Supercar vlogger Mr JWW says integrating brand messages authentically with influencer channels will be one of the primary challenges facing communicators in 2018.

“Brands and agencies should work closely with an influencer to generate ideas together, and not just pitch what they think they want,” he says. “Find a balance of what the brand wants versus what the audience will be receptive to.”

How to get the most out of influencer marketing in 2018


There’s no question that influencer marketing represents a huge opportunity for PR professionals. But to make the most of it in 2018, communicators must find ways to overcome these challenges.

That’s why Cision created its latest industry white paper, Why every brand should be using influencers in 2018:

  • Inside, you’ll see why targeted partnerships with niche influencers can deliver far greater results than mainstream press coverage in today’s fragmented media landscape.
  • Then, industry leaders including Caspar Lee, W deputy MD Sophie Raine, Mr JWW and more will provide you with their expert insights into the key trends that are shaping the industry.
  • Finally, you’ll discover how new technology is already helping some of the world’s biggest brands identify potential opportunities and develop profitable influencer relationships.

This paper is essential reading for anyone looking to harness the latest influencer trends for their business. So enter your details into the form below now and download Why every brand should be using influencers in 2018 today.

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Why every brand should be using influencers in 2018

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