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As digital marketing becomes more strategized, social influencers have become increasingly pertinent. With significant reach and reputability, influencers have made waves in marketing, helping increase brand awareness by pushing relevant products to their followers. As a result, influencer marketing has become a top strategy.

According to Linqia, more than half of marketers surveyed find influencer content to be more effective than branded content. As consumers begin to show more trust in social media influencers than they do mainstream celebrities, companies looking to remain relevant have begun incorporating influencer marketing into their marketing strategies. In order to remain competitive, more and more brands are having to get on board.

When it comes to influencer marketing, however, brands have to determine whether to pursue in-house influencer marketing campaigns or outsource.

By directly involving influencers, brands save themselves the expenses of reaching out and pitching to influencer agencies. Pursuing in-house influencer marketing enables the brand to preserve the integrity of its voice as well. Placing an in-house team in charge of the marketing campaign not only maintains the brand’s voice, but also enables the team to monitor influencers’ brand messages to best communicate the essence of the company or brand.

While in-house marketing enables a brand to remain in control of messaging and narratives, an internal marketing team may be spread too thin and become unable to leverage all of the necessary marketing efforts. Influencer marketing also requires an acute capability in producing meaningful blog and social media posts and in-house teams may not prove as experienced as agencies.

If companies don’t feel as though they have the appropriate in-house resources, outsourcing may prove a viable option. Outsourcing to an influencer marketing agency requires less time constructing an internal team and ensures quality by providing access to social media, SEO, and marketing specialists. Agencies will help companies or brands reach target audiences through various marketing channels for a flat rate. This flat rate, however, may prove expensive.

Also, an agency in charge of the influencer campaign may alter a company or brand’s voice. It’s crucial companies communicate their business and brand needs to ensure the campaigns appropriately portray desired images.

When it comes to choosing which route to go, companies must ultimately decide which works best for their brand image and marketing strategy. In-house influencer marketing might prove most beneficial for big brands with ample resources, whereas companies experimenting with influencer marketing may seek to outsource to ensure quality. Companies can also opt for a blended approach, choosing to outsource brand promotions and carry out execution in-house.