Significance of intermediaries in successful influencer marketing campaigns

3 min readNov 1, 2021

With the onset of technology and the easy availability of smartphones and internet, billions of people are now active on social media networks, which has generated a stir in purchasing and advertising. Before making a decision, customers now seek opinions and ideas from other consumers. One of the opportunities that has arisen as a result of this is influencer marketing.

In the last half-decade, social media and influencer marketing have become commonplace for online merchants. The combination of these two has become a game changer. It has seen an exponential increase in awareness, traffic, leads and effective conversions. With profitable perks, it has become one of the primary investments for brands to succeed in this digital age.

However, as powerful as influencer marketing sounds, without thorough knowledge and intermediaries, it can become an incredibly arduous task which might not render expected results. It is not just difficult for brands but even for influencers. With no intermediary, finding the right projects is often quite difficult and may not satisfy their monetary expectations.

There are several drawbacks which the brands and the influencers face in the absence of intermediaries, such as:

  • Short-listing influencers: Often, brands find themselves spending hundreds of hours short-listing influencers but still end up not getting the right influencers who have the right audience for their specific product. According to a survey, 61% of the marketers find it difficult to shortlist the right influencers for their projects even after hundreds of hours of research.
  • Influencers make mistakes: Even if a brand succeeds in finding the right influencer, the task gets more complicated when the brands have to deal with the influencers themselves. With no roadmap or content, the influencers most likely lose the key message that the brand wants to spread and hence the awareness campaign is not as successful as the brand hopes it to be.
  • Cost: Without any intermediary, influencers can freely decide their own charges. Well-established influencers have no competition and hence can charge the brands exuberant amounts of fees per post.
  • Lack of measurement: Social media applications provide the influencers with statistics and analytics of each and every post. However, there is limited visibility of this to the brands, which makes it difficult for the brands to measure the results and estimate the ROI of the campaign.
  • Risk of falling for fake followers: Influencers charge a certain amount per post based on their follower base. It is partly logical but without any intermediary, brands have no means to confirm the authenticity of the follower base.

The aforementioned reasons bring the importance of intermediaries to the fore. They help in establishing the authenticity of influencer marketing. They not only ensure credibility, but they drive for genuine results.

These issues condense down to four major questions which the brands have to address on their own without any assistance:

GOinfluencer answers these questions for the brands and makes their process easy. GOinfluencer shortlists influencers and ranks them based on their user credibility and content. They have partnered with hundreds of influencers, out of which the brands can filter out the right set of influencers within their allocated budget. With its AI and ML driven dashboard, the brands and the influencers get the right metrics and analysis of every post. GOinfluencer not only solves all the major problems faced by the brands and influencers, but they also create a community where both of them can thrive using each other’s expertise.

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