There has been a misconception that influencer marketing is a type of company. Influencer marketing is really a tactic for distribution, and those so-called influencer marketing companies that you’ve heard about are really just talent representation companies or agencies.
This model is antiquated, and the companies that identify themselves as influencer marketing companies are headed for extinction. And to me, this is actually great news.
The companies that will survive and thrive in this space are media and technology companies that use social data, insights and online and offline attribution, showing provable return on investment.