Managing the tensions in marketer-influencer relationships

The use of influencers in marketing is not new. However, the advent of the internet and, more recently, various forms of social media have both accelerated the use of influencers in marketing and also democratized its use considerably. In this article, we explore the nature of influence and power. We describe a study directed at understanding the promises and perils of influencer marketing from both the firm- and influencer perspectives to identify three key tensions that exist for marketers in the management of influencer relationships. We outline and explain these tensions and the lessons that can be learned from them, and then illustrate the lessons with a series of positive and negative cases. We close by speculating on the further evolution of influencer marketing.