Influencer marketing has grown and evolved over the past few years. With lockdowns increasing time spent online, expectations are high for influencer marketing to become even more impactful.

While there are plenty of tips and tricks to learn, there are just as many myths. Let’s debunk a few of the most common misconceptions.

Myth 1: Influencer marketing is only about online content

While most influencer activity lives online, don’t underestimate the power of offline influence. Influencers often talk about products in real life with their peers — and that word-of-mouth impact can be even more persuasive than a post.

Myth 2: Social media is the only place influencers thrive

Although social media is a core channel, influencers also leave their mark in forums, e-commerce reviews, and brand websites. A smart brand strategy looks beyond the obvious platforms.

Myth 3: Bigger audience = better influencer

Not necessarily. A smaller influencer with a niche and engaged following can often drive stronger results for specific campaigns than a macro influencer with low engagement.

Myth 4: Influencers only work for money

Many nano- and micro-influencers are genuinely passionate about the brands they support. Often, they’re happy to collaborate in exchange for free products or exclusive perks — especially if they already love the brand.

By understanding the truth behind these myths, you’ll be better equipped to build meaningful influencer partnerships and create high-performing campaigns.

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