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Published by Modash, an influencer marketing platform, this research article examines how willing marketers are to take risks in their influencer campaigns and what that means in practice.
The central finding is that risk-taking is common but carefully managed. Seventy-one percent of marketers surveyed had run at least one campaign that made them nervous in the last quarter alone. However, the financial exposure is deliberately contained: on average, the highest percentage of monthly budget ever allocated to a risky creator was 15.9%.
The research also explores what marketers consider the most serious risk. An overwhelming 58% rank harm to brand reputation above wasting budget, and 63% say they would sacrifice budget to protect their brand image. Brand reputation is not just one consideration among many; it is the overriding constraint that defines how far most marketers are willing to go.
For destination marketers and travel brands working with creators, the report offers a practical benchmark on where the industry's risk appetite sits, grounded in survey data from practitioners rather than anecdote.
Published by Modash, an influencer marketing platform, this research article examines how willing marketers are to take risks in their influencer campaigns and what that means in practice.
The central finding is that risk-taking is common but carefully managed. Seventy-one percent of marketers surveyed had run at least one campaign that made them nervous in the last quarter alone. However, the financial exposure is deliberately contained: on average, the highest percentage of monthly budget ever allocated to a risky creator was 15.9%.
The research also explores what marketers consider the most serious risk. An overwhelming 58% rank harm to brand reputation above wasting budget, and 63% say they would sacrifice budget to protect their brand image. Brand reputation is not just one consideration among many; it is the overriding constraint that defines how far most marketers are willing to go.
For destination marketers and travel brands working with creators, the report offers a practical benchmark on where the industry's risk appetite sits, grounded in survey data from practitioners rather than anecdote.
