The Impact of Influencer Marketing Versus Paid Ads on Social Media: Moroccan Perspective

Social media has brought many changes to the way businesses are moving beyond their traditional ways of promoting their products utilizing new strategies like influencer marketing and paid advertising. Influencers are becoming increasingly important, and businesses are racing to hire the most famous people on social media to boost their brand image. However, businesses still use paid advertising as an efficient and effective method to spread information about a product or service and reach consumers. The objective of this study is to provide a comparative analysis of the impact and profitability of paid advertising vs influencer marketing. This study aims to reach a Moroccan national population by putting a cosmetic product from a well-known Moroccan brand to the test. The organization wants to learn more about its consumers’ habits and determine which of the two marketing strategies outlined above is the most successful. According to the findings of this research we confirm that influencer marketing is the most successful marketing method for e-commerce companies, but there’s no doubting that consistent results from sponsored advertisements redirect people to the website who click on the ADs and are thus more likely to make purchases.