Influencer marketing exploded during the past two years. Take a look at the search term “influencer marketing” on Google Trends, and you’ll see that this concept has risen in popularity globally…
The myth that influencers, unless they’re macro or bigger, should work for free is still making the rounds. This might have been true when influencers first got on the scene, but it’s a ridiculous notion in this day and age.
Influencers, as they have come to be known, are people who have anything from a few thousand to several million engaged and devoted social media followers, and who have the ability to drive conversations and influence public opinion.
As chief marketing officers of two of the top five global advertisers, Unilever and Procter & Gamble respectively, they were well placed to identify the issues that needed to be tackled. They highlighted the need for standard viewing metrics, fraud protection, brand safety and transparency.
The quickest way to waste your time and money is to spend it on the wrong people. This is how Philippa Dods, marketing manager at Meltwater Africa, boldly started her recent webinar, which explored fake influencers and dodgy social media practices.