How Follower Count and Authenticity Impact Influencer Marketing Success
The influencer marketing industry is a booming sector, projected to reach a staggering $21.1 billion in 2023, a five-fold increase in just half a decade. This explosive growth has not only placed influencer marketing at the forefront of digital advertising strategies but also sparked debates about how to optimize influencer content creation and engagement effectively.
Two recent studies published in the Journal of Marketing – “Influencer Marketing Effectiveness” and “Finding Goldilocks Influencers: How Follower Count Drives Social Media Engagement” provide critical insights into these debates. They delve into the intricacies of balancing follower count, content authenticity, and brand familiarity to…