Why One-Off Influencer Campaigns Do More Harm Than Good

Opinion: It might as well be a programmatic banner buy

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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.

But what is an actual influencer, anyhow? Someone with a blue check mark? An opinion on matters of sociopolitical importance? An unboxer? An aggregator of the top “slingshot videos?” All of the above?

The definition has loosened with time.



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