Building a business on the periphery of platforms you don’t control is always fraught with risk. Add influencer marketing to the industries that didn’t exist pre-social media, and count it among those that have thrived on the backs of the social network infrastructure. In part because of this, and in part, because it’s a new form of endorsement marketing, lots of folks are challenging the premise of influencer marketing.
I’ve been working in influencer marketing since 2008, and my team and I have run over 150 such programs over the years. That gives me a unique perspective on what’s changed, what’s working and where the challenges are in influencer marketing.
Challenges With Influencer Marketing
Today, if all you read are headlines of the marketing trade publications, you could be excused for believing that influencer marketing is, at best, under attack and, at worst, a dubious marketing method. Consider: – Read more