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<p>The article discusses the issue of influencer marketing in the context of social, technological and individual changes that affect the effectiveness of marketing communications. Limitations resulting from consumer preferences, media fragmentation and information overload make it increasingly difficult for brands to build awareness and reach audiences. Influencer marketing is an area that is increasingly willing to be used in the communication mix, but also in this area, we observe a growing number of limitations, which are worth being aware of when planning activities in this area. The purpose of this paper is to identify the limitations arising from the use of algorithms by social media platforms that determine the layout and visibility of content in the feed. The author developed an overview of algorithm changes on the Instagram platform and reviewed the literature on this issue concerning the Instagram platform, which is indicated as the most frequently used by marketers for activities in the field of influencer marketing. Visibility restrictions due to algorithms affect not only brands but also influencers. However, influencers take a number of actions to recognise the rules imposed by algorithms, thus building greater visibility for their content. Additionally, they can support brands with their expert experience. Therefore, the choice of an influencer for cooperation should, in addition to essential parameters related to brand fit, consider the effectiveness of reaching new audiences through the skilful use of knowledge and experience in the changing rules of algorithms.</p>
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The article discusses the issue of influencer marketing in the context of social, technological and individual changes that affect the effectiveness of marketing communications. Limitations resulting from consumer preferences, media fragmentation and information overload make it increasingly difficult for brands to build awareness and reach audiences. Influencer marketing is an area that is increasingly willing to be used in the communication mix, but also in this area, we observe a growing number of limitations, which are worth being aware of when planning activities in this area. The purpose of this paper is to identify the limitations arising from the use of algorithms by social media platforms that determine the layout and visibility of content in the feed. The author developed an overview of algorithm changes on the Instagram platform and reviewed the literature on this issue concerning the Instagram platform, which is indicated as the most frequently used by marketers for activities in the field of influencer marketing. Visibility restrictions due to algorithms affect not only brands but also influencers. However, influencers take a number of actions to recognise the rules imposed by algorithms, thus building greater visibility for their content. Additionally, they can support brands with their expert experience. Therefore, the choice of an influencer for cooperation should, in addition to essential parameters related to brand fit, consider the effectiveness of reaching new audiences through the skilful use of knowledge and experience in the changing rules of algorithms.

Areas of influence in influencer marketing. To what extent is the communication under brand control?

Department of Marketing, Faculty of Management

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

The article discusses the issue of influencer marketing in the context of social, technological and individual changes that affect the effectiveness of...

Areas of influence in influencer marketing. To what extent is the communication under brand control?

Published Online: Feb 15, 2023

Page range: 1 - 16

DOI: https://doi.org/10.2478/minib-2022-0018

Keywords
brand communication, algorithm, content visibility, influencer marketing, social media, Instagram

© 2022 Anna Łaszkiewicz, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Areas of influence in influencer marketing. To what extent is the communication under brand control?

Published Online: Feb 15, 2023

Page range: 1 - 16

DOI: https://doi.org/10.2478/minib-2022-0018

Keywordsbrand communication, algorithm, content visibility, influencer marketing, social media, Instagram

© 2022 Anna Łaszkiewicz, published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Keywords
brand communication, algorithm, content visibility, influencer marketing, social media, Instagram