We tend to trust the recommendations, but in case of influenсer marketing it may be a trap. It is clear that different products can be popular in different ways when promoted by the same influencer. But even if we take into account the similarity of products, the results can turn out very different. For example, the audience's location and the blogger's attitude towards the product can affect the result, or the audience can simply "burn out".
For instance, the company working on a technological project was recommended a "great blogger". So they insisted on turning to that blogger, specializing actually in digital business transformation, for attracting investments to their project. Imagine the disappointment of the company's management, when they realized that there were many visitors, but there was no investment at all. It was especially disappointing if you take into account that the post costed about $10,000.