Real followers, fake followers, and real influence: fallout from the Devumi exposé

Influencers with millions of followers can command a lot of attention, and with that attention they can bring in a lot of media dollars. So when an article appears like the New York Times’ exposé article on the fake follower economy, it’s bound to shake things up. So is influencer marketing doomed? What’s really going on […]

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The Reach Delusion

Social validation, not reach, is the main advantage of an influencer marketing campaign. Influencers can give a marketing or communications campaign an advantage that nothing else can. What is it? A lot of people say “It’s reach! Influencers are a great way of reaching my millennial audience.” Yeah, maybe. But I’d argue that an influencer […]

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Why most influencer marketing fails

The wave has peaked, and we’re sliding down the frothy slope now: people have realized that most influencer marketing is bullshit. Thank God. It’s about time the industry saw some sense. A bit of context: this article appeared a couple of days ago in Digiday, featuring some revelations from an anonymous social media marketing exec. With nearly 37 […]

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