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The Dark Side of Influencer Marketing Cons to Consider

1. Lack of Product Knowledge:

Influencers often lack genuine knowledge about your product. They may simply showcase themselves eating it without understanding its benefits or features. The majority of them do not have an educational background in marketing or business; they are simply ordinary folks sharing funny videos with a significant viewership.

2. Inauthentic Reviews:

Many influencers provide positive reviews in exchange for money or free products, regardless of their true feelings. This can mislead their audience and damage your brand's credibility.

3. High Costs:

Influencers often charge exorbitant fees, making it difficult for genuine reviews to stand out. This can make it challenging for real people seeking honest opinions to trust influencer content.

What is the fee structure for influencers?

Micro-influencers (10,000 - 50,000 followers): $100 - $500 per post. Mid-tier influencers (50,000 - 500,000 followers): $500 - $5,000 per post. Macro-influencers (500,000 - 1,000,000 followers): $5,000 - $10,000 per post. Mega - influencers (1,000,000+ followers): $10,000+ per post.

4. Audience Deception:

Some influencers deceive their audience by promoting products they don't genuinely use or believe in. This can lead to distrust and a loss of credibility for both the influencer and your brand.


Instagram influencer Aggie Lal (@travel_inhershoes) has nearly a million followers on Instagram. It, therefore, sounded very promising and educational when she in 2018 announced that she would run a 12-week course called “How to Grow Your Instagram.”

Lal promised to teach students how to become successful travel bloggers who could earn big money. She charged US$500 for the classes for which 380 people signed up.

However, participants told BuzzFeed that the courses fell short of expectations, even calling the whole thing a scam.

Untrustworthy influencers are the worst influencers.

Be aware of sketchy Influencers

5. Finding the Right Fit:

It's crucial to find influencers who genuinely align with your brand and target audience. Without proper research, you may end up with an influencer whose audience doesn't resonate with your product, leading to ineffective marketing efforts.

Remember, always ask for a presentation showcasing an influencer's past partnerships and performance metrics before collaborating, content creation experience, and performance metrics. Media kits can be presented as slideshow decks, one-pagers, or portfolio websites. Choose influencers who work within your niche and have a genuine connection with your product.

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