Top influencer marketers describe 3 big challenges facing the industry
Source: Business Insider ·
Influencer marketers from brands like the NFL, Poppi, and E.l.f. Beauty shared the main pain points they face when running campaigns with creators.
From the source
E.l.f. Beauty hosted an influencer activation at Coachella.VALERIE MACON / AFP via Getty ImagesInfluencer marketing can be messy and unpredictable.We asked top creator marketers about the main challenges they face when running campaigns.Marketers said choosing talent, approving content, and forecasting reach create the most headaches.Influencer marketing has ballooned into a $12 billion industry in the US. And yet, running campaigns can still feel unpredictable.Business Insider asked more than a dozen executives at top brands like Poppi, E.l.f. Beauty, and the National Football League what challenges they face when working with creators. Three common pain points emerged.First, it's tough to find relevant talent amid a growing pool of content creators. It can also be tricky to agree on content copy when balancing a brand's messaging goals with the creator's own voice. Lastly, campaign performance can be erratic as social-media algorithms become more personalized and harder to…