I have much stronger emotions regarding marketing and Influencers’ place in it, but I’ve chosen to tone down my negativity. The other reason for my fading disenchantment with influencers is that I finally figured out why I do not like them. I’ve actually thought about it for a long time. I’ve done a bunch of research about the topic. As usual, it came to me in the shower. But once you’ve removed that popcorn kernel wedged between our gum and molar, it’s a relief.

Authenticity is the key to any marketing endeavor. Even if you have a lousy spokesperson or your scripts aren’t Pulitzer-worthy, if the audience, and your prospective customers, believe in their hearts that what they’re seeing and hearing is truly YOU, they’ll forgive the lack of shazam in your ads or pizzaz in your pictorials. IMHO Authenticity is the foundation on which to build all marketing strategy.

A Charlatan, on the other hand, according to Merriam-Webster, is a person making usually showy pretenses to knowledge or ability: a Fraud or a Faker; a Charlatan is willing to do or to say anything to remain in the spotlight.

According to an article by the Forbes Communication Council, “The primary goal of influencers is to make money.” For themselves. Not for the company they rep. Combine that with this statistic from Goldman Sachs… about $32.55 billion is being spent on influencer marketing in 2025.

So, an Influencer is attempting to convince their audience that the product or company they represent is the best-ever product they’ve ever used. And, therefore, you should also use it. But the Influencer is primarily focused on lining his or her pockets. They may not align with the values of the company that they’re shilling for. They run their own social channels. They produce their own content. They charge a fee for service and then pretend to adore the product they’re sharing with their audience.

I don’t begrudge them trying to earn a living. But don’t expect me to believe that you sincerely use the product you’re stumping for or that you truly believe it’s the best-ever product in its category.

Additionally, according to Shopify.com, one in four influencers (that’s 25% for those of you who are math-challenged like me) purchase FAKE followers. Additionally, it’s estimated that nearly 10% of Instagram accounts are bots. BOTS!

Finally, according to the Digital Marketing Institute (DMI), 60% of marketers are using AI in their influencer marketing campaigns. That number is projected to grow. So, this Influencer you’re following and gushing over MIGHT NOT BE A HUMAN!

Okay, my emotions have simmered. Let’s get to the business side of this.

  • According to DMI, Gen Z (13-28 years old) trusts Influencers the most. The older a consumer is, the less likely to be influenced. Makes perfect sense. According to Shopify, only 11% of Boomers purchase goods because of influencers.
  • According to Shopify, 60% of marketers say measuring ROI is the #1 challenge. They do not use Sales as the barometer because it’s too difficult to track and prove. Think about that. How does a business that’s trying to generate revenue NOT measure sales?
  • It’s not cost-effective. According to Shopify, it can cost a company $12,500 for ONE social media post from a mid-tier influencer.

Influencers use social media in a disingenuous strategy. Most of us utilize social media to make connections with high school friends and establish and maintain relationships with a host of people that we can’t possibly communicate with daily by traditional avenues. Influencers take advantage of these relationships to fool you into believing that the product they represent is the best ever. While behind the scenes, they’re telling the company that they represent, “hey, if you want me to represent you, this is how much it’s going to cost you, and this is what I’ll do for you.”

What’s your strategy? The primary goal of Wizards is to influence your prospective customers to know you…like you…and trust you. How are you going to best represent your company, your team, and your product or service to the audience that needs what you sell or provide? What remarkable stories are you going to uncover and share with a curious public to earn its Trust? What are the most cost-effective and powerful tactics to accomplish your strategy?

I’d love to tell your unique story to the people who are waiting to hear it. If you’ve got a compelling reason for your business existence, and you’re searching for the right partner to uncover and share that story, give me a shout. This could be ridiculous. In a good way.

Latest posts by Dave Salter (see all)