InfluenceMe 2024: The Rise and Decline of Influencer Marketing Impact

As influencer campaigns increase, their ability to significantly impact brand metrics is diminishing, according to InfluenceMe 2024, the comprehensive annual study developed by Starcom Media, that explores the influencer marketing landscape in Romania.

InfluenceMe 2024 takes a closer look at influencer campaigns beyond quantitative metrics such as views, likes, and shares. It assesses how influencer marketing influences consumer perceptions and decisions. This extensive study also examines how brand communication through influencers affects marketing results and social perspectives.

From January to September 2024, over 65,000 paid posts were generated by content creators for brands. The study focuses on the audited influence market, comprising major investors and key players in the communication industry. However, it also acknowledges numerous smaller-scale influencer activities by creators with modest followings, who have yet to withstand the test of time and reputation.

In this dynamic environment, brands struggle to maintain visibility without a robust strategy and a partner who understands both brand architecture and influencer communication.

“‘Influence’ extracted as the essence from the concept of ‘influencer marketing,’ is undoubtedly the most volatile and dual component of the marketing mix. For some, it means impact on brand metrics, for others, it means conversions (of any kind), for certain audiences, it means credibility, for others, it means ROI. Some talk about virality, others about ‘meaningful connections’. The list is extremely long and often incongruent with the definition of influencer and influencer marketing.

But what is concerning? The fact that in this ongoing evolution of ‘influencing’—where influencer marketing has become an indispensable component of communication campaigns, and the allocated budgets often defy any reasoning—we have come to trivialize its essence and alter its formative and sometimes even noble function. This happens in the absence of a reference system and a unified conceptual anchoring because, once caught in the mirage of Social Media, we face an end of competence: anyone can do anything, including influencer campaigns, and anyone can declare themselves an expert; and even be believed.”

(Andreea Lupu – Strategy & Innovation Director, Starcom Romania)

According to the InfluenceMe 2024 study, while influencer campaign numbers and budgets have grown exponentially, fewer campaigns pass the memorability test due to increased clutter.

Overall, the study provides a roadmap for marketers interested in Romania’s influence market. However, a granular understanding of the contexts, results, and potential insights from these campaigns is crucial.

“In the past, simply including an influencer in a marketing campaign was often enough to attract attention. Now, a detailed strategy is essential, selecting influencers who align with the brand and crafting a creative concept tailored to specific goals,” said Mirela Enache, Media Research Specialist at Starcom Romania.

The InfluenceMe 2024 findings were unveiled at the Influencer Marketing Conference, adding value to the communication industry annually. This year, the conference was followed by the inaugural Romanian Influencer Awards Gala, organized by Cristian Manafu in collaboration with Starcom Romania, to recognize industry efforts and spotlight influential content creators.

The study was conducted by Starcom using the online Ad Impact methodology, sampling 1,600 internet users aged 18 and over from urban areas between August and September 2024.

About HumanGraphExperience: it is a series of monthly infographics based on quantitative studies that analyze target group characteristics concerning product categories or new communication phenomena, such as influencer marketing or technology adoption.

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