3 of the Biggest Challenges in Influencer Marketing (And How to Overcome Them)

Although influencer marketing yields effective results and high returns on investment, some businesses still shy away from it. That's likely because influencer marketing comes with several challenges that may pose some risks for businesses. Especially if you're a startup or a small business.

The key to overcoming these challenges is to first identify them. Once you do so, you can come up with an action plan to address each of them for your campaign.

Econsultancy recently collaborated with Fashion and Beauty Monitor to come up with a report called, "The Rise of Influencers." In this report, they highlighted the findings of their study on marketers who have used influencer marketing. This included some of the challenges that make influencer marketing difficult for most marketers.

Let's take a look at what these top challenges are to gain a better understanding of how we can tackle them, and execute effective influencer marketing campaigns.

Challenge #1: The Challenge of Identifying the Right Influencer

73% of marketers in the Econsultancy study felt that the biggest influencer marketing challenge is to identify the right influencers. This could mean that marketers have a hard time finding influential people in a relevant niche.

It could also mean that they have a hard time narrowing down which of the influencers they've found would be best for their brand.

Identifying the Right Influencer

Image Source: Econsultancy

Either way, there are two main solutions. First of all, you need to invest in tools that help in identifying the most ideal influencers for your brand. Tools like BuzzSumo and Klout are some good options as they give you a list of influencers with their stats to showcase the level of influence they have.

But in addition to this, you also need to use the right metrics to narrow down the best potential influencers for your brand. Ideally, the metrics you should use for identifying the right influencers for your brand are:

  • Relevance – Does the influencer have a voice among your target audience? Will they be able to influence the decisions of people in the relevant industry?
  • Content Quality – Can the influencer create authentic and engaging content to promote your brand or product? Does the influencer's visual aesthetics appeal to you and match your vision for the campaign?
  • Engagement – And finally, can the influencer effectively engage their audience? Do they have millions of followers but only a few thousand engagements on their posts? Or do they generate high engagement rates regardless of how many followers they have.

Challenge #2: The Challenge of Measuring ROI

The Econsultancy study also found that the second biggest influencer marketing challenge for marketers was in measuring ROI. 65% of marketers in the study considered it to be one of the biggest obstacles. And in other studies, it has been listed as the biggest influencer marketing challenge.

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This is mainly because most influencer marketing tools available in the market haven't yet addressed this issue effectively. The most popular tools maybe help marketers identify some of the best influencers in various industries. But they do not give brands the ability to track the performance of their influencer marketing campaigns right from start to finish.

At the same time, the development of new tools will help in overcoming this challenge more effectively.

Assembly can help you keep track of how many pieces of content each influencer has created for your brand. It will help you analyze the amount of reach, views, clicks, engagement, and conversion each influencer was able to generate. And you'll also get a comprehensive report of your campaign ROI so you can see whether or not your resources and efforts are being invested wisely.

Assembly Dashboard screenshot

And of course, it's crucial that you properly define which performance metrics you should use to measure the ROI of your campaign. Based on what your goals are, you can choose to measure some of the most important metrics such as website traffic, engagement rate, conversion rate, reach, etc. to better understand what kind of results influencers are helping you drive.

Challenge #3: The Challenge of Attracting and Engaging Influencers

The third most common challenge in influencer marketing is to approach and engage influencers. 59% of marketers in the study cited it as a huge challenge for them. And this is likely because influencers get proposals from hundreds of brands – both small and large. They may not have the time or patience to sort through hundreds of mails every month and select the best brands they'd like to work with.

Additionally, it's time-consuming to carefully draft personalized messages and emails for all the influencers you want to reach out to. So this adds to the challenge of communicating with influencers for your campaign.

The solution to this challenge lies in thorough research of the influencers you want to work with. Although you may not have too much time on your hands you need to focus your efforts on getting to know the influencers you wish to work with. Find out what their values are and how they normally interact with their followers.

Once to learn more about them you should be able to get a clear idea how to communicate with them in a way that appeals to them. And you can even make the job easier by using influencer marketing tools that let you message influencers right from the platform. You'll be able to find tools that let you create personalized emails using custom email templates that effectively engage influencers.


In addition to these three top challenges, influencer marketing may also involve challenges such as monitoring influencer activity, understanding influencer's interests, and identifying their contact information. The right influencer marketing tools can solve all of these challenges so you might want to carefully consider which tools to invest in.

So the key to overcoming all the influencer marketing challenges lies in using a comprehensive influencer marketing tool. Look for one that will let you find influencers, study them, communicate with them, track their activity, and analyze their performance.

Shane Barker, is a digital marketing consultant for 15 years with an emphasis on Influencer Marketing in the last 3 years. He is specialized in sales funnels, targeted traffic and website conversions. He has consulted with Fortune 500 companies, Influencers with digital products, and a number of A-List celebrities.… View full profile ›

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