What do you think of when you hear the word "influencer"? You are probably thinking of the picture-perfect, perfectly scripted and art directed instagram life--and you are right. Instagram has redefined the idea of influence. Influencer marketing has become an important part of the marketing budget, but are advertising investments in #ads and impressions really worth the price tag? A recent article in WSJ explains the waning influence of instagram and social media endorsements.
At the core of the issue is the loss of trust between the influencers and the influenced. As users become increasingly aware of the social media playbook and the inherent misalignment between the monetary incentive behind the act of influencing and a genuine recommendation, instagram has become more or less a marketplace.
Despite the naysayers, and the fact that the designer shoes and Maldives vacations are not all underwritten by someone looking to get a lift in marketing spend ROI, as long there are eyeballs to be converted, the influencer economy will continue to thrive.
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