The source described each key word more precisely:
Cost - too expensive a channel,
Measurability - how will I track results?,
Authenticity - spotting fake influencers or inflated results,
Effectiveness - not getting the results you had expected,
Legality - e.g. ensuring influencers adhere to regulatory standards,
Resources - personnel/skills,
Technology - no/inadequate technical support, all manual.
Original question: "When thinking about influencer marketing, what are your top 3 greatest challenges or concerns? Select up to three" The source does not provide information about survey methodology.
Citation formats
Leading concerns faced by B2C marketers in influencer marketing in the UK 2022
During a 2022 survey carried out in the United Kingdom, nearly ** percent of responding business-to-consumer (B2C) marketers named the cost as one of the leading influencer marketing concerns or challenges. Measurability and authenticity followed, with **** percent and ** percent, respectively.
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Cure Media. (May 12, 2022). Leading influencer marketing concerns/challenges according to business-to-consumer (B2C) marketers in the United Kingdom as of spring 2022 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 22, 2026, from /statistics/1320247/influencer-marketing-concerns-uk/
Cure Media. "Leading influencer marketing concerns/challenges according to business-to-consumer (B2C) marketers in the United Kingdom as of spring 2022." Chart. May 12, 2022. ÌÇÐÄÆƽâ°æ. Accessed July 22, 2026. /statistics/1320247/influencer-marketing-concerns-uk/
Cure Media. (2022). Leading influencer marketing concerns/challenges according to business-to-consumer (B2C) marketers in the United Kingdom as of spring 2022. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 22, 2026. /statistics/1320247/influencer-marketing-concerns-uk/
Cure Media. "Leading Influencer Marketing Concerns/Challenges According to Business-to-consumer (B2c) Marketers in The United Kingdom as of Spring 2022." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 12 May 2022, /statistics/1320247/influencer-marketing-concerns-uk/
Cure Media, Leading influencer marketing concerns/challenges according to business-to-consumer (B2C) marketers in the United Kingdom as of spring 2022 ÌÇÐÄÆƽâ°æ, /statistics/1320247/influencer-marketing-concerns-uk/ (last visited July 22, 2026)
Leading influencer marketing concerns/challenges according to business-to-consumer (B2C) marketers in the United Kingdom as of spring 2022 [Graph], Cure Media, May 12, 2022. [Online]. Available: /statistics/1320247/influencer-marketing-concerns-uk/
