Social media influencers have had some success with swaying high-activity users to buy, especially on Instagram. CivicScience in December 2018 found that 34% of daily Instagram users in the US have purchased something from an influencer/blogger recommendation.
However, few retailers currently use influencer marketing for customer acquisition. A study by Retail TouchPoints in November 2018 showed that just 25% of retailers in North America said they used celebrity influencers, while 20% used microinfluencers.
Many marketers have cautioned against focusing too heavily on revenue generation from influencers, feeling it should not replace the core tenets of what makes them effective.
“What's most important is that consumers see that the brand and the influencer are working together to provide content that actually resonates and that's not just ‘Use my code. Swipe up here,’” said Ethan Frame, senior manager of influencer marketing and business development at accessories company MVMT. “I've been trying to shift our efforts into ‘Let's tell a story with all our posts. Let's see if we can get influencers to share something about the MVMT brand that resonates with them and their followers.’”
Ken Halvachs, associate content director at Digitas, said he has used the swipe-up feature in his marketing strategy, but cautions that conversion rates are not always strong, even for influencers with millions of followers.
“At this point, we still use influencers heavily for recommendations and product awareness,” he said. “But in terms of making them a direct-sales vehicle, we look at other tactics over influencers.”