Why One-Off Influencer Campaigns Do More Harm Than Good

Opinion: It might as well be a programmatic banner buy

Product specifications don’t naturally align with the personality of your average influencer valentinrussanov/iStock

When influencer marketing emerged as the hot new discipline (think YouTube, circa 2011), I considered its risks and benefits. I never wanted to produce content that looked (or smelt) like an “ad,” and saw an immediate opportunity in this new medium. I also had a gut feeling that treating influencers as quick-hit engagement vehicles to juice for vanity metrics would inevitably put our clients, as well as the influencer’s integrity, at risk.

is co-founder and managing partner of digital agency The Kimba Group.