What if influencers aren't as profitable for the brands that pay them?

• The great farce of influencers: the dark side of the millionaire business of posturing

Advertising through

is not a bargain for advertisers.

On the contrary, it may well become a kind of well... with a fairly quantifiable economic background.

This is evidenced by a study carried out by the specialized agency H2H, in collaboration with Prime tag, according to whose results in 2021 alone,

on advertising actions with

;

that is to say: more than a third of what was invested.

As we reported back in the day, more than 20 million people work as

around the world.

The profession of the 21st century, they said.

,

and vice versa.

A business that moves more than 1,000 million euros and that came to reinvent the advertising market.

After all, it was as simple as accumulating followers and writing a message on Twitter or uploading a photo to Instagram praising the benefits of a product so that sales would skyrocket.

Or not?

Because according to the H2H study (which has worked with a sample of more than 76,000 digital content creators and has analyzed more than 112 million publications in different formats) the market is showing that all that glitters is not income.

And all this despite the fact that direct investment in this type of advertising continues to grow: it is expected to exceed 61.9 million euros for this year.

However, this strong growth in investment

.

The reasons, the report indicates, are very specific:

advertising saturation

In Spain, 18.62% of the publications made by

included advertising content.

There are a large number of commercial publications and that means that

saturate their followers.

When that average goes up, when more than 30% of the posts are advertising, they stop having an impact.

That is why it should be noted that, according to the study, two out of ten have already lost their prescribing power and there are sectors, such as beauty or fashion, in which saturation is greater.

According to Luis Díaz, general director of H2H,

, and avoid collaborating with those who flood their advertising profiles, losing their prescribing power and considerably reducing the impact on their community".

Impact against followers

When an

shares a post, seven out of ten of their followers don't see it.

It is one of the conclusions reached by the study and the main argument for the second reason:

.

The most important thing is the range.

The important thing for the brand is not that the accounts have thousands and thousands of followers, but because of the people that the advertising is really going to reach.

This information is not public, but some agencies have tools that allow the result to be inferred.

The false myth of microinfluencers

The study also dismantles the figure of the

, profiles that have a community of between 10,000 and 50,000 followers and that, in recent years, have been classified as the most effective.

However, the data shows that these get the worst data in all the metrics analyzed.

Micro-influencers are 67% more expensive than Top influencers, they cost 10 euros more for every thousand views of advertising content compared to creators with more than one million followers.

Duplicity of followers

The fourth problem that the study shows is the main problem for brands to impact new audiences: the duplication of followers.

According to the work, there are

who

of their followers among them.

According to the general director of H2H: "In general, when the investment is concentrated on the portfolio of a single agency, we are impacting the same people through different

. If our objective is to reach as many people as possible, this strategy would be totally inadvisable. ".

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