Excess of paid content has become one of the main problems

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The sector , and this is the first reason mentioned in the study published today. In addition, in sectors such as beauty or fashion, saturation is even more serious.

According to Luis Díaz, CEO of H2H , “brands must be stricter in their selection processes for influencers and avoid collaborating with those who flood their profiles with advertising, losing their malaysia phone number data prescriptive power and considerably reducing the impact on their community.”

However, the landscape is constantly evolving and new influencers and platforms are always emerging, and therefore new opportunities. Luis Díaz says: “ TikTok has become the revelation in the influencer marketing sector in Spain, concentrating a very significant part of the investment and threatening other established platforms.” Even so, this new platform “requires a different way of working that must be known in order to achieve good results,” he adds.

2. Payment based on followers
The second reason reflected in this study shows that paying the influencer for the number of followers (and not for the number of people they actually manage to reach) is a totally erroneous practice .

In 2022, for example, only 3 out of 10 followers view an influencer's posts and the average reach of Stories has fallen by 50%. Thus, the agency insists that one should not pay for followers but for impacts. Although it is true that this is not public information, some companies have tools that allow them to predict the result.

“Paying for the number of followers makes no sense in 2022. In any medium, you pay for impacts and influencer marketing should be the same. This needs to change within the sector to continue professionalizing it. Brands that have already migrated to this system have experienced very significant improvements in their spending efficiency ratios,” explains Luis Díaz .