Influencer marketing has dramatically transformed how brands connect with their audiences, yet it often fails to reach its full potential due to systemic issues. A recent study published in the Journal of Marketing investigates these challenges, specifically the power imbalances that frequently undermine these collaborations—titled “Sponsored Content as an Epistemic Market Object: How Platformization of Brand–Creator Partnerships Disrupts Valuation, Coproduction, and the Relationship Between Market Actors,” the research was conducted by Zeynep Arsel of Concordia University, Maria Carolina Zanette of NEOMA Business School, and Carolina da Rocha Melo of the ALDO Group. Their work provides a deep dive into the dynamics of sponsored content and highlights why traditional influencer marketing strategies often fail to generate long-term value.

The study sheds light on the importance of authenticity and audience trust influencers bring to brand collaborations. Zeynep Arsel notes that when brands impose too much control, it diminishes the value that influencers add. She says, “Our research indicates that these imbalances frequently disadvantage both creators and brands.” This control not only stifles the creative freedom of influencers but also devalues their expertise, ultimately affecting the authenticity that underpins effective influencer marketing.

One significant insight from the research is the negative impact of power imbalances and short-term focus within these partnerships. Brands often script influencer content and focus on immediate metrics like reach or sales, undermining the influencers’ creative contributions. Furthermore, influencers feel compelled to meet brand expectations, sometimes resorting to unethical practices like buying fake followers. This leads to a cycle of mistrust, where brands escalate surveillance and control, further weakening the partnership.

The study also discusses the broader implications of short-term thinking in influencer marketing. Focusing primarily on sales and immediate engagement metrics overlooks the potential for building brand loyalty and deeper audience connections. Maria Carolina Zanette emphasizes, “These collaborations work best when both parties trust each other and align on long-term goals. Short-term thinking can undermine these partnerships, hurting everyone involved.”

Finally, the research offers actionable recommendations for brands and influencers aiming to improve their collaborations and for brands, recognizing the independence of influencers, shifting focus from short-term metrics to long-term outcomes like audience loyalty, and fostering trust by treating influencers as equal partners. For influencers, Carolina da Rocha Melo advises, “Brands need to respect influencers as creators with their own audiences and goals. At the same time, influencers must professionalize their operations to balance creative freedom with business demands.” These strategies can help cultivate more equitable and prosperous partnerships in the influencer marketing industry.

More information: Zeynep Arsel et al, Sponsored Content as an Epistemic Market Object: How Platformization of Brand–Creator Partnerships Disrupts Valuation, Coproduction, and the Relationship Between Market Actors, Journal of Marketing. DOI: 10.1177/00222429241296459

Journal information: Journal of Marketing Provided by American Marketing Association