Key Challenges in Scaling Influencer Marketing Investments

As influencer marketing budgets continue to expand, many brands envision a future where collaborations among companies, content creators, and digital platforms are central to growth. However, increasing investments in creators introduces several challenges, notably maintaining authentic messaging and high-quality content, which 33.9% of surveyed marketers from the US and UK identified as a primary concern. Additionally, approximately 33.6% highlighted the difficulty of managing numerous creator relationships while aligning with brand goals. Other significant issues include sourcing strategic insights and creative expertise (31%), vetting suitable influencers at scale (29%), and demonstrating tangible business results (28%). The criteria for selecting creators vary across platforms, with TikTok demanding higher follower counts and engagement rates. Proving the effectiveness of influencer campaigns remains a key challenge, especially as relationships scale. US marketers express slightly more concern about adapting to evolving social media trends and platform algorithm changes (27%) compared to UK counterparts (24%). Conversely, UK marketers are more focused on managing large-scale ...