18% of brands don’t hire influencers because of negative experiences

Lack of invoicing and unavailability of contact information make hiring these professionals difficult, survey finds

Survey conducted by the agency influence.me showed that 18% of Brazilian companies do not hire influencers to promote their brand because of negative experiences with the ad format. According to the document, the biggest problem was the lack of result and connection between the content creator and the brand.

According to the study, 54% of brands will have invested in influencer marketing in 2023. The survey also found that 34% of brands refused to close influencer partnerships due to lack of budget. Delay in response from influencers is also a significant issue, reported by 44% of companies. Here is the text in full (PDF – 5 MB)

According to Fabio Gonçalves, director of international talent at marketing agency Viral Nation Talent, brands can’t clearly define their goals and expectations when partnering with influencers. Setting clear expectations from the start and aligning content strategies throughout the process can help ensure both parties are working toward the same goals, says an expert.

“One solution to mitigating these problems is to invest time and effort in detailed research and analysis. Brands should exercise due diligence (a procedure aimed at conducting in-depth research about a company) is appropriate when choosing influencers, taking into account not only the number of their followers, but also their authenticity, content style and values. Likewise, influencers should seek to gain a deeper understanding of a brand’s mission and values ​​before agreeing to a partnership.”– he declared.

Read the reasons:

  • delayed response from influential people (44%);
  • non-billing (35%);
  • unavailability of contact information (35%);
  • lack of budget (34%)
  • preference for other forms of media (31%);
  • the influencer’s political positioning does not match the brand (25%);
  • low quality content (20%);
  • bad experience (16%);
  • the number of subscribers does not correspond to participation (15%);
  • The influencer’s niche does not match the target audience (10%).

“The issue of political positioning of influential persons is a sensitive area that can significantly affect brand perception. Companies are increasingly aware of the importance of aligning influencer partnerships with their own values ​​and positions. Therefore, it is critical that influencers understand the impact of their opinions and political positions on potential collaborations and be prepared to be transparent and consistent in their public communications.”these.

In 2024, 68% of respondents said they intend to increase their investment in digital influencer advertising. Another 29% say they will keep it.

More than 350 respondents working in the field of influencer marketing took part in the survey.


The survey was conducted using a form via email, social media and advertisements to influencers, agencies, consultants and brands. There were 300 respondents.

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