It’s one thing for brands to work out that influencer marketing is mostly a scam but quite another to stop investing marketing budgets in it. If we have learned anything over the past decade about digital it’s that evidence of malpractice and fraud has absolutely zero influence on the prevailing levels of investment that a platform subsequently receives.
Keith Weed can ask for as much transparency as he wants; the problem with influencer marketing is axiomatic. Which is a $2,000 way of saying that its fucked from the outset but that this won’t stop brands spending money on it regardless.
Specifically, there are three contiguous, ever-decreasing circles of bullshit surrounding all influencer marketing. Let’s break them down one by one and reveal the fundamental issues that all brands should be aware of before they start paying Mr Sixpack and Ms Perky to start pumping their products.
This is very good. Influencer marketing is gross and I don’t know why anyone can seriously defend it.
Later, an experiment:
I decided that the best option would be to take a picture of my arse (obviously) and ask my 18 newly recruited influencers to post it on their Instagram feeds with a complementary comment. I took the photo (shown above in all its glory) and then pixelated it using a graphics program from 1996. The resulting image was then titled ‘The Colour of Influence’ and I asked my new-found influencer army to proclaim it “amazing” or “my best work ever”.
How many of the influencers would lower themselves to that standard within the 12-hour time limit I set them? How many would refuse the commission and prove themselves trustworthy and credible? Would my bottom become a new social media sensation that would propel me to global arse-driven fame? A Kardashian, if you will, for the marketing industry. In just 12 hours’ time I would find out.