Influencer bubble going to ‘burst’ suggests Nick Fordham

The influencer marketing “bubble” is set to be burst, potentially from a lack of transparency, the boss of a talent management agency has suggested.

Speaking at Mumbrella360 Nick Fordham, CEO and owner of The Fordham Company, which represents celebrities including Lisa Wilkinson, Sophie Monk, Mark Bouris and Peter Fitzsimons, said he defines a celebrity as someone who has a talent which “blows up the whole bubble of influencers”.

Fordham: Influencer bubble "is going to burst pretty soon"

Fordham: Influencer bubble “is going to burst pretty soon”

The term influencer refers to bloggers, Instagrammers, Youtubers and the like with big audiences and high engagement who partner with brands to send out marketing messages to their audience.

“Social media is a secondary thing to someone with a talent or a profile. Actually being talented at something and being paid a lot of money for what you do is how I identify talent,” he said.

“I’m all about transactions and money. If I’ve got a client fronting a campaign for someone, you want to make sure at the end of that two or three year turn, that their influence on the brand has made more transactions for that company.

“That will mean there’s a bigger chance of that company renewing that contract. You can’t judge a transaction on someone posting a photo holding a bottle of water.

“It brings in the other issue of disclosure for cash for comment which will come into the influencer space which is holding a product and pretending it’s part of your life and not disclosing you’re being paid. I reckon that bubble is going to burst pretty soon, in my view.”


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