WHITEPAPER: Influencer Marketing Fatigue

Kurio and SAMY Alliance’s new whitepaper dives into what’s wrong with influencer marketing – and how to fix it.

Here’s the deal. Although Millennials consider influencers recommendations to be more engaging than regular ads, and would likely purchase a product recommended by influencers, the truth is that we’re facing an oversaturation of social media content, and recent studies by Collective Bias have found that only 3% of consumers are profoundly influenced by celebrity influencers to purchase specific products.

“Even though social and influencer marketing get mentioned in the same sentence, there seems to be a lack of sociability in influencer marketing”, comments Jari Lähdevuori, Executive Creative Director of Kurio. “We’ve seen this even in our analysis of Cannes Lions winners, the creme de la creme. Only 23% of the social media winners at Cannes have influencers at the core of the idea. It is way too common to see them as yet another media placement. That, among other things, leads to influencer marketing fatigue.”

“When brand affinity meets influencer affinity, the magic starts to happen”, says Saara Silván-Appel, Head of Growth at Kurio. “With SAMY Alliance tools such as Shinebuzz, we have dug deeper than followers or likes, and really uncovered the best matches for our clients’ campaigns. Going for the value-based match is one solution to the aforementioned fatigue.”


Get the report as a hi-res pdf.


Saara Silván-Appel
Head of Growth
Kurio // The Social Media Age(ncy)
saara.silvan [at] kurio.fi
+358 (0)50  527 9913

Kurio // The Social Media Age(ncy)
We are a social-first creative agency based in Helsinki, Finland. We deliver results whether it is bigger profits, increased sales, reduced media budgets or globally acknowledged campaigns that move people with insight and creativity. We believe social media has changed the way marketing works – for good. Proud to be part of SAMY Alliance and named as the Agency Of The Year 2020 in European Excellence Awards, SABRE Awards EMEA and Finnish Comms Awards.

SAMY Alliance
SAMY Alliance is a global ecosystem of specialized and integrated marketing and communications solutions founded on consumer understanding and state–of-the-art-creativity. Nominated by Financial Times one of the Top 1000 fastest growing European companies for 4 consecutive years and with over 400 professionals operating from 15 offices in over 55 markets, we develop socially and humanly impactful end to end campaigns aimed to build trust and community.

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