The influencer market is in danger of imploding.
I’m currently launching a new brand and as I do influencer research it’s clear that a vast majority are abandoning their own web platforms and going all in on certain social media channels.
The rate at which blog traffic has reduced over the course of the last three years is astonishing, and this is bad for pretty much all involved.
Instead of investing the time and energy in their owned platforms, they are flocking to various social channels where they have virtually no control over who sees their content.
They aren’t building web traffic. They aren’t building email lists. They aren’t focussing on how they can drive traffic for brands. They ARE though in fact taking the lazy route to becoming an influencer.
Website traffic and email lists matter. Big time.
In a way, marketers are the one thing that could save the influencer market. How? By making sure influencers clearly understand that having a large Instagram following is great and all, but the total package is what creates the opportunity for sustainability and long-term partnerships.
And for the marketers that don’t understand the importance of traffic, their time is limited as well.