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(Brace yourself for a dose of reality, dear reader.)

Influencer marketing—it’s the darling of the digital world, right? A glittering, sparkling universe of sponsored posts, perfect flat lays, and those seamless partnerships that make you think, “I could totally do that!” But here’s the thing: like any shiny new toy, influencer marketing has its dark side (cue ominous music).

Let’s break it down, shall we? (Disclaimer: This isn’t a rant—just some real talk for when you’re deep in the influencer trenches and feeling a little… disillusioned.)

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1. The Fake Follower Problem (Not as Fun as a Fake Tan)

Okay, let’s talk about the elephant in the room—fake followers. Sure, that influencer might have 500k followers, but how many of those are real? (And how many are bots or purchased followers hoping to get that sweet, sweet sponsored post deal?) The fact is, the number of followers doesn’t always mean much if they aren’t engaged, genuine, or even human.

This is where the influencer world can feel a bit like a house of cards—looks good from afar, but it might all come crashing down with a closer look.

Quick Tip: (Do a little detective work)—use tools that check for fake followers and engagement. You’ll be glad you did when you’re not throwing your money at someone’s empty Instagram vanity metrics

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2. The ‘Authenticity’ Act (Spoiler: It’s Not Always Real)

Ah, the authenticity we’re all promised. But let’s be real—how authentic is a sponsored post about a face serum when the influencer is holding a glass of wine and wearing a dress they’ve totally worn for years? (Cough, sponsored, cough).

The line between genuine endorsement and paid partnership can get so blurred that you start questioning if anyone really loves that product or if they’re just reading from a script. It’s like when you realize the “organic” salad you just bought has probably been sitting in a warehouse for a week (that feeling of betrayal? Yeah, it’s real).

Quick Tip: (Take a breath, Zenia). Look for influencers who share more than just ads. Do they share their personal experiences, both good and bad? That’s authenticity in action.

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3. The Short-Term Gains Trap (Because Who Needs Long-Term Relationships Anyway?)

Influencer marketing is often treated like a quick fix—a flash-in-the-pan solution that promises immediate results. But if you’re only interested in a one-off campaign (goodbye, long-term ROI), then you’re basically just throwing spaghetti at the wall and hoping it sticks. (Spoiler alert: it won’t.)

Building meaningful relationships with influencers over time can bring you so much more—loyalty, engagement, and actual sales. Instead, a scattershot, “let’s just see what happens” approach can end up feeling like a waste of time (and budget).

Quick Tip: Think beyond the immediate results. Wouldn’t it be nice to work with influencers who are actually invested in your brand for the long haul? (Spoiler alert: It’s possible.)

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4. The Influence of Influence (And Why It Can Be Exhausting)

Influencers are everywhere—on your feed, your stories, your recommended videos. And while the saturation of influencer content might seem like a blessing to marketers, it’s more like an overcrowded party where everyone is yelling to be heard. (And honestly, who needs that much noise?)

With every influencer shouting into the void, how do you make your brand stand out? You could end up spending more time and energy trying to get noticed than actually seeing the return on investment. It’s like trying to find your friend at a concert when you’re both in the middle of the crowd. Exhausting, right?

Quick Tip: (Pick your spots)—focus on the influencers who are genuinely aligned with your brand and audience, not just the ones with the loudest voice.

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5. The Reputation Risk (When Your Brand Gets Caught in the Crossfire)

Influencers, like all humans, have opinions. And sometimes those opinions are… let’s just say, controversial. (Think back to that time an influencer made a not-so-great comment or posted something completely off-brand. Yikes.)

If you’ve partnered with an influencer, their actions (or lack thereof) can affect your brand’s image. One wrong move, and your product is now tied to someone’s public controversy. Not exactly the kind of exposure you were hoping for.

Quick Tip: (Stay alert, stay informed)—vet your influencers carefully. Keep an eye on their personal brand, and if they veer off course, be ready to act fast.

Check out this insightful Forbes article on ‘The Good, The Bad, and The Ugly’ of the industry.

The Bottom Line


Influencer marketing isn’t all rainbows and unicorns. Sure, it has its perks—when done right. But before you dive in headfirst, it’s crucial to understand the potential pitfalls. Fake followers, questionable authenticity, and oversaturation can all drag down a campaign. So, before you jump on the influencer bandwagon, ask yourself: is this the right fit for your brand? (Hint: It’s not all about the likes and follows.)

Curious about the 3 R’s of influencer marketing? Check out my latest blog post here,  to learn how Relevance, Reach, and Resonance can level up your influencer strategy

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