Influencers: Your Most Important Media Buy

Opinion: It is not about shooting for the biggest and most popular name on Instagram


Influencer marketing has continued to come on in leaps and bounds during 2017, but while more brands are embracing it, a worrying number are viewing it as a checklist item rather than something that should sit at the core of their businesses.

Instead of taking time to build proper relationships with influencers, brands are simply sending free products in exchange for their time. They are simply going through the motions.

This unsophisticated approach is reminiscent of social media a decade ago, with brands branching into social just because rather than having a clear rationale or strategy.

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