are influencers effective marketing? #influencermarketing #marketingtrends #tech

8 Jan 2025 · 0 min

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0:28

In this brief segment, the speaker (representing Torque) argues that influencer marketing will remain relevant through 2025, but its primary function is top‑of‑the‑funnel brand awareness rather than driving direct sales. Influencers are hired to get people engaged with a brand, not to convert them into purchasers. Consequently, brands must implement additional downstream tactics to move the awareness generated by influencers into actual conversions.

I think influencers are going to be important still in 2025, but how we're looking at it at Torque is influencers is super tip, tip, top of the funnel. I don't think you hire influencers to make conversions within your product, like purchase something. The whole point of influencer marketing isn't to sell something. It's just brand awareness, right? It's to get people involved in your brand, but then that's where you're going to need those steps to kind of get them to purchase, get them to convert.