This week, it was announced that Instagram will now allow businesses to push ads posted through influencers to bigger audiences, who may not follow the brand or the influencer.
While this may help marketers reach more audience with potentially more targeted creatives, they risk missing the key benefit of working with influencers.
At its heart, influencer marketing is about trust between one relatable individual and their followers.
Influencer Marketing, when done right, can allow brands a personalised connection to the consumer through the relevant person they follow and trust.
It remains to be seen whether brands can easily transfer the relationships influencers have with their followers to a wider, unfamiliar audience. We will certainly be keeping tabs on the effect it has on the marketing landscape!