Why influencer marketing will persist no matter what comes next

To me it’s always been obvious that Zucks would come after the dollars influencers are making without cutting him in on the deal. I do agree that influencers aren’t going anywhere. “Influencers” are a savy group of people. They will always innovate no matter what any platform throws at them. I’ll continue betting on them. ????

In your article it sounds as if you are defining microinfluencers as one’s who have less than 1000 followers across social media and the large influencers as the ones that have over 100k or even closer to a million. There is an entire group of influencers in between that range though that know their audiences and their metrics. They can tell you who is coming to them and for what. They can also articulate to the brands wanting to work with them what products their audience is interested in. These influencers are not relying on traditional posting to their Instagram feed. Instead they are using all of the features of their Instagram stories and truly having conversations with their audience about the products that they know, use and love. Influencer marketing is not as black and white as it was made. It’s not those simply getting free product (which in the eyes of the FTC should still be getting disclosed) or those getting paid large contacts for touting a product that they’ve never even heard of before because they have a huge following. There is entire population of influencers that authentically and ethically work with brands that they love. I believe we will see more long term partnerships with these influencers.

Mark - thought I would introduce you to Danielle Wiley, who runs Sway, an agency focusing on influencers. I have worked with Danielle many times over the years and she is incredibly bright.

I appreciate this post.? Influence and influencers are bandied about as though what they recommend is potent, however, what it really means is some are compensated in product or service in exchange for promoting or sharing the brands' content. It is confusing, without a doubt. Some tag themselves as an "Influencer" without transparency on what it means. I like the fact that Mark highlights the fact that quantity does not mean quality. Realistically, those with high audience numbers don't have the time to monitor their networks and oftentimes have someone else manning their feed. I do believe that the practice of giving free stuff like books, perfume, cars for people to try and then review is a different animal.? That has been part of the advertising climate for years.? The principle founded on:? if you try it, you like it, you'll likely share it.?? Professional reviewers tend to write about what they get involved in.? It is wrapped around audience.?? What it all amounts to:? if I say something is great, because I've established a credibility from transparency, it is likely great because audiences trust my opinion.?? It is all numbers driven.?? How likely are others to try something that I rave about? Alternatively, because I share specific reviews because I've been compensated or given free product or service is a different concept. As a Publisher of Magazines, I was sent a free book directly from an author, the understanding or expectation was that I'd read it and include a review in the publication. Back in the 1980s I worked for lifestyle magazines in sales.? The editorial team would often get freebies so they would try it and write about it.? The goodies were dispersed to anyone on the team, not just the editorial staff. Events invitations, similarly, are dolled out so that editorial team would attend, take pictures hobnobbing with celebrities or officials, and publish it. Influence comes down to numbers.? Not just how large an audience is, but more so on the likelihood that others will click on what is posted. Carrots are out there as magnetic morsels that attract clicks.? Clicks are results.? Clicks communicate the attraction by others to go off the original platform onto a new page from the brand, expelling offers to try, review, share or buy. At the end of the day, I'm thankful the conversation has started to draw better awareness.? It may reduce the amount of false claims or leading others astray.

Thank you for your insights into the future of influencer marketing. I agree with your point about the growth of micro-influencers, especially those who have a loyal community. We’re moving into “small is the new big” territory with marketing strategy.