For a long time I’ve been wondering when Facebook would reach out and claim a slice of the huge and juicy influencer marketing money pie. With influencer marketing budgets growing at an astonishing rate year-on-year, it seemed like it was only a matter of time before the biggest social media platform in the world tried to take a cut. […]Read more "Influencer Marketing: Facebook is Staking its Claim"
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 […]Read more "The Reach Delusion"
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 […]Read more "Why most influencer marketing fails"