Influencers are effective. But they’re people. They could suddenly lose it, and that backfires on you.
Just think of how Kanye West damaged Adidas’s brand. Something like that can happen with brands and influencers of any size.
But influencers don’t have to be flawed humans anymore. Take Lil Miquela. Millions of Instagram followers, and she’s not even real. Or Shudu, “The World’s First Digital Supermodel”.
Convenient, yes. But are they effective?
Here’s when you should use them, according to the latest scientific research.