Influencers are losing their effectiveness as a marketing tool, particularly in the retail and e-commerce sectors. Despite their initial popularity, brands are realizing that influencer marketing often fails to deliver significant returns on investment and struggles to drive meaningful engagement and conversions. This shift is prompting retailers to reassess their marketing strategies and explore alternative approaches to reach and connect with consumers.

We believe the oversaturation of the influencer sphere has made it increasingly challenging for many to cultivate a dedicated following and subsequently generate sales. Additionally, the transparency requirements set by the FTC have made sponsored content less authentic, diminishing its impact. As a result, the return on investment (ROI) for influencer marketing has dwindled.

Read more about ‘Influencers are not cutting it’: Overheard at the Modern Retail Commerce Summit on ModernRetail

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