Influencer Marketing: Exploring The Hype

Here at Mandel Marketing, we provide a lot of digital marketing services: from SEO and content to email and paid search. But there’s still a lot more out there. Some people might say too much, in fact.

So where do tactic such as influencer marketing fit in? To answer this question, we asked some marketing pros: Do you find influencer marketing to be worthwhile and effective, and if so, why? Can you provide a specific tip, tool, or example that highlights its effectiveness?

Here is what a few thought leaders have to say:

  • Evaluate Long-Term Influencer Impact
  • Prioritize Authentic Brand-Influencer Alignments
  • Target Niche Audiences for Higher Engagement
  • Build Networks for Influencer Collaborations
  • Research Influencers for Cost-Effective Marketing
  • Measure Success with Analytics Platforms

Influencer marketing-worth the hype?

Wait. WTF Is Influencer Marketing?

Basically, when we talk about “influencer marketing” we’re talking about when brands or companies collaborate with individuals who have a ton of followers and credibility in a specific niche or industry. These people are called “influencers” — and they might include celebrities or athletes, but they could be “normies,” too.

The idea is that through the influencers’ authentic engagement and by creating content specifically compelling to their audience, they have a larger sway for the brand. This allows the brands to leverage their trust and reach to promote products or services in a different way than simply advertising. This symbiotic relationship enables brands to tap into hyper-targeted demographics, foster authentic connections, and drive engagement, ultimately amplifying brand awareness and catalyzing conversions in a digitally saturated landscape.

Just remember–no matter how “seamless” it seems–it’s still paid for.

Evaluate Long-Term Influencer Impact

We’ve tried using influencers and found some great ones who were affordable, but unfortunately, the results were very short-term. Recently, I completed a Harvard digital marketing success program, and the professor shared that social media posts should not be a one-time thing. For maximum engagement, a company should promote the same post for at least a week and post it two to four times a day. We are going to try this and see if it’s more effective soon. Spring is our busy season, and I do think the right kind of influencer is the trick for success.

Tammy Sons, CEO, TN Nursery

Prioritize Authentic Brand-Influencer Alignments

I’m the owner and operator of a marketing agency, and I believe influencer marketing can indeed be worthwhile and effective when it’s executed organically. Authentic collaborations with influencers who genuinely resonate with our brand and audience can significantly amplify our message and increase engagement. However, the effectiveness diminishes when collaborations feel forced or overly commercialized due to high-priced paid partnerships. A specific tip to maximize the effectiveness of influencer marketing is to prioritize authenticity over reach. Instead of solely focusing on influencers with the largest following, seek out those who align closely with our brand values and can authentically integrate our message into their content. This approach fosters genuine connections with the audience, ultimately yielding more meaningful results.

James Parsons, Founder, Content Powered

Target Niche Audiences for Higher Engagement

Influencer marketing has proven to be highly effective for us, especially in reaching niche audiences within the luxury travel sector. The authenticity and trust that influencers have with their followers can significantly amplify our brand’s message, driving both awareness and conversion. A specific tip for maximizing the effectiveness of influencer marketing is to focus on micro-influencers within a specific niche. For example, partnering with influencers who specialize in luxury travel or lifestyle can yield higher engagement rates than broader-reaching influencers, as their audience is more aligned with our target market. Utilizing tools like BuzzSumo or HypeAuditor helps identify influencers with high engagement rates in our niche. A successful campaign we ran involved a micro-influencer who shared their personalized journey on a private jet, which led to a noticeable spike in inquiries and bookings, demonstrating the tangible impact of well-aligned influencer collaborations.

Fahd Khan, Director of Marketing & Technology, JetLevel Aviation

Build Networks for Influencer Collaborations

Influencer marketing can be quite useful—if done properly. Going and buying ad space or time with an influencer is a pretty straightforward and less lucrative method. Instead, work toward building up your own network and social clout so that influencers will be more likely to team up, collaborate, and enter into a mutually beneficial arrangement.

Cameron Corniuk, Digital Marketing Manager, Prokeep

Research Influencers for Cost-Effective Marketing

Yes, absolutely. Influencer marketing, if done right, can be useful for a brand, whether it’s starting new or at its peak. For a business or a brand, cost is everything, and influencer marketing can be very effective and efficient in terms of cost and return on investment. One tip I would like to provide is to research the influencer you want your brand to collaborate with. The most effective way to go about it is to look at their target audience so that it aligns with your business. To take it up a notch, create a campaign, set a goal, and give creative freedom to the influencer so that you get the most authentic output possible. Tools to look up for influencer marketing: 1. Sprout Social 2. Influencity.

Twinkle Dhoot, Social Media Manager

Measure Success with Analytics Platforms

Absolutely, influencer marketing holds significant value. It’s personal, powerful. Why? Trust. Influencers have cultivated communities—fans who trust their voice, their choices.

My tip? Authenticity. Partner with influencers who genuinely resonate with your brand. It’s the authenticity that converts viewers into customers, not just the reach.

A tool? Analytics platforms—indispensable for measuring the success of influencer campaigns. They help you track engagement, conversions, and return on investment in real-time.

An example? Look at brand collaborations on Instagram. Notice how seamlessly products are integrated into influencers’ lifestyles. That’s not just marketing; that’s effective storytelling.

Casey Jones, Founder, Head of Marketing, CJ&CO

Still Have Marketing Questions? Contact Us Today

Well, it’s a lot to think about–in addition to all of the other marketing options out there. If it’s starting to make your head spin and you’d like to set up a free consultation, contact us using the form below.