Influencer Marketing Failures: When Follower Counts Don’t Equal Sales
Influencer marketing looks unstoppable on paper: a $24 billion industry, giant follower counts, huge reach, and impressive engagement numbers on every campaign report. Yet an estimated 73% of influencer campaigns fail to produce meaningful business results, and only a tiny share of consumers say they’re likely to buy what influencers promote. This article unpacks why—how brands get trapped by follower counts, misread engagement rates, ignore audience relevance and authenticity, and end up with beautiful metrics and zero ROI—and lays out a practical framework for selecting creators, structuring campaigns, and tracking outcomes based on leads, customers, and revenue, not likes.
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