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4 Real Challenges that Enterprises Face with Influencer


Influencer marketing is very popular now. Many companies are doing it because they think it will help them make more money. But influencer marketing is not something you can just start and stop. It is an ongoing process with many twists and turns along the way. Earlier this year, Lee Odden and Nicolas Chabot gave a talk called “Everything You’ve Heard About Influencer Marketing is Wrong.” Lee talked about some of the myths around influencer marketing. But once you understand what’s real and what’s not real, the journey is just beginning. So Nicolas asked some of their most experienced clients, “What are the real challenges that companies face when doing influencer marketing?” By thinking about these important questions, you’ll be ready to make real changes in your company.

Challenge 1: Influencer Marketing Affects Many Areas

Influencer marketing affects many parts of a company. For example, your search engine optimization (SEO) might use influencers to help your website rank higher. Your marketing funnel will map influencers to each stage before a customer buys. You’ll need to think about influential customers, employees, and investors as you plan. To make it even more complicated, many companies have multiple brands in multiple countries, including multiple product lines. All of these factors create a chaotic situation when it comes to collaboration and consistency.

Challenge 2: In-House or Hire an Agency?

There are pros and cons to running influencer marketing yourself versus hiring an outside agency. When you do it yourself, you can build your skills and build relationships with influencers directly. So why hire an agency to build those relationships? Hiring an agency provides flexibility and the ability to scale up, since your company may not have that expertise yet. For example, one client is a large French retailer with over 200 stores. Their approach is a mix – they have internal teams and external agencies creating programs. They use a different agency for each type of program. This makes it hard for the internal teams to collaborate and speak with one consistent voice across all the different programs.

Challenge 3: Governance

Influencer marketing is a company-wide effort. So there needs to be one central point of governance that coordinates and allows collaboration around all the influencer programs.

Some key topics to consider include:

  • Legal: Are your programs compliant with laws and regulations?
  • Operational Efficiency: Does it efficiently integrate with your existing processes?
  • Cultural Fit: Do your programs resonate with the right target audiences across markets?
  • Brand Voice: Do you have one consistent voice across all programs and brands?

Challenge 4: Technology

Technology for influencer marketing can be intimidating. There are so many options, it’s hard to know where to start. For example, an influencer marketplace connects brands directly with influencers. However, an influencer marketing platform for brands is different. You need to choose the right model for your needs. With a marketplace, you are looking for reach and visibility. With this platform, you want engagement, so relevance is more important than reach. Marketplaces allow you to buy short-term sponsored content quickly. However, the best influencer marketing platform is about long-term community building and organic content to build trust.


As you can see, there are many challenges when doing influencer marketing within a company. It requires coordination across many areas, geographies, brands, and teams. There are decisions around governance, legal issues, cultural relevance, and finding the right technology. While influencer marketing is popular, it is complex and requires careful planning and understanding of the potential obstacles to do it effectively.