Well, they must be influencing some people, since companies have seen returns for their efforts in that space. Despite the viral stories of how 'X influencer so

Well, they must be influencing some people, since companies have seen returns for their efforts in that space. Despite the viral stories of how 'X influencer sold only 30-40 products despite having hundreds of thousands of followers', there are quite a few more examples of it working out: https://www.marketingweek.com/roi-look-like-world-influencer-marketing/ https://www.marketingweek.com/roi-look-like-world-influencer... https://digitalmarketinginstitute.com/en-gb/blog/20-influencer-marketing-statistics-that-will-surprise-you https://digitalmarketinginstitute.com/en-gb/blog/20-influenc... That said, I do kind of wonder about some of this myself. What percentage of an influencer's fans would already be planning to buy the product regardless of said influencer's marketing efforts? I mean, your average gaming/TV show/music focused social media account/channel is already likely targeting people with an interest in those areas. And the more niche ones likely only appeal to the people who already bought said products anyway. The average Ceave Gaming viewer already probably owns Super Mario Maker 1 and 2, and the average TWD98 viewer is probably an avid Mario Kart fan. Wonder how many other influencers and successful channel owners have fanbases made up of existing customers/people who've already made up their mind on a product/service?