For years, many brands have approached influencer marketing with one-off campaigns designed to generate quick brand awareness. But new research shows this approach is increasingly ineffective and could be wasting your budget.
A recent EMARKETER report highlights how creators are shaping the consumer purchase journey, and the findings are clear: consistency and frequency matter more than ever.
Consumers Need More Than a Single Touchpoint
- On average, 28% of people need to see a creator promote a product 3–4 times before making a purchase.
- A further 46% say it depends on their level of interest, which puts pressure on the quality, relevance and consistency of creator content.
- In short, a single post rarely drives purchase. Consumers buy when interest, trust and timing align and that takes repeated exposure.
Social Platforms Are the New Storefront
Another key finding: 56% of purchases now happen directly on social platforms. But that doesn’t mean they happen immediately.
The path to purchase is fluid: a consumer might see a creator’s content, engage with it, then buy later via a brand’s website, in-store, or by using a creator’s promo code. This shift reinforces the need for ongoing creator presence across channels, not just short bursts of activity.
The Implications for Brands
So what does this mean for marketers planning their next influencer campaign?
- Think frequency, not one-offs
Multiple posts from the same creator are more credible and persuasive. Long-term partnerships outperform one-off posts in building trust and driving conversion. - Treat influencer like media
Influencer marketing should be planned and optimised like paid media. This means balancing creativity with measurable performance, and focusing on long-term brand value, not just short-term spikes. - Extend beyond the feed
Purchase journeys don’t start and end in the same place. Extend creator influence into in-store, digital, and owned brand channels, using personalised links and codes to track what truly works.
Why Always-On Influence Wins
Influencer marketing is no longer just about awareness, it’s about shaping the entire path to purchase. One-off campaigns can spark interest, but they rarely build the repetition and trust needed to convert.
The smarter approach? Always-on influence. By working with creators consistently, brands can:
- Build authentic, ongoing consumer trust
- Drive both inspiration and conversion
- Deliver measurable ROI across multiple touch-points
Want to explore how to build always-on influencer strategies?
Discover how Social Soup creates strategies that go beyond awareness to drive repeat purchase and long-term growth. We’ve delivered award-winning always-on influencer campaigns for leading brands and we can do the same for you.