Why Influencer Marketing is Overrated in 2024

Richard A Meyer
4 min readOct 8, 2024

One trend that has gained attention is influencer marketing. While the idea behind it is to use relatable, “authentic” personalities rather than polished influencers with millions of followers, many brands are falling into the trap of seeing it as the next big thing. But is influencer marketing as effective as it seems? Or is it another overhyped trend that distracts from the fundamentals of good marketing? Here’s why influencer marketing is overrated and why brands must refocus on the basics.

1. Influencer Marketing Can Be as Artificial as Influencer Marketing

Influencers are supposed to be more genuine, but in reality, many carefully curate their content just like traditional influencers. Brands expect “realness” from influencers, but as soon as these personalities realize there’s money involved, the lines between authenticity and commerce blur. They may position themselves as “anti-influencers,” but they’re still part of the promotional ecosystem. As a result, consumers become more skeptical, and the supposed “authenticity” starts to feel manufactured.

2. Chasing Trends Won’t Build Long-Term Relationships

Every year, a new marketing trend promises to be the next game-changer. Brands flock to these trends…

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Richard A Meyer
Richard A Meyer

Written by Richard A Meyer

Healthcare marketing thought leader and CPG marketing consultant with over 20 years of experience.