Advertising with big influencers no longer works like before

Xavier Sancho

Advertising through big influencers has become a common practice in the digital world, but is it still effective? In this article, we will discuss how this strategy has evolved and how changes in social media dynamics have affected its effectiveness.

What are the great influencers?

Before going into details about the effectiveness of advertising with large influencers, it is important to define what is meant by «great influencers«. These are social media users with a large number of followers, allowing them to have a large influence on their audience.

How does advertising with big influencers work?

Advertising with large influencers involves paying these users to promote a product or service on their social networks. This is often done through sponsored posts or collaborations.

Why is advertising with big influencers no longer so effective?

Although advertising with large influencers has been a popular practice for years, its effectiveness has decreased in recent times. Here are some reasons why this could be happening:

Changes to the social media algorithm

Changes to the social media algorithm have made it more difficult for influencers to reach their audience. Often, an influencer's followers don't see all of their posts because of the way they are ranked and displayed in news feeds.

Market saturation

Over time, more and more brands have begun to use advertising with large influencers as a marketing strategy. As a result, there is a saturation in the advertising market with large influencers, which can cause advertising messages to get lost in the crowd.

Lack of authenticity

As more influencers work with brands, there may be a perception of a lack of authenticity in their content. Followers may feel that sponsored content is insincere and that the influencer is more interested in payment than the product or service they are promoting.

High price

Big influencers can be very expensive for brands, especially those that are smaller or just starting out. As demand for advertising with big influencers increases, so do prices, which may make this strategy unaffordable for some brands.

What alternatives are there to advertising with big influencers?

As advertising with big influencers loses effectiveness, it is important for brands to consider other marketing strategies. Here are some alternatives to consider:


Micro-influencers are social media users with a much smaller number of followers than large influencers, but who have a more engaged and focused audience. Working with micro-influencers can be a more effective way to reach a specific audience and get a higher return on investment.

Content Marketing

Content marketing involves creating valuable and relevant content for your audience in order to attract their attention and build trust and loyalty. This strategy can be very effective and is often less expensive than advertising with large influencers.

Specialized influencers

Another alternative to advertising with big influencers is to work with influencers specialized in a specific niche. These influencers may have a smaller number of followers, but their audience will be more focused and engaged on the specific topic being promoted.

Paid advertising

Paid advertising on social networks is also an alternative to consider. By using audience targeting, brands can ensure that their advertising is shown to specific people who might be interested in their product or service.


In conclusion, advertising with great influencers It is no longer as effective as it was in the past. Audiences are increasingly tired of seeing constant advertising and seek authenticity in brands and their messages. Therefore, it is important for companies to consider other alternatives to reach their target audience. Whether through micro-influencers, content marketing, specialized influencers or paid advertising, there are several strategies that can help brands connect with their audience in a more authentic and effective way. By focusing on more specific and focused strategies, brands can achieve greater impact and realize a higher return on investment.

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