Why influencers have divided the media and marketing industry
Influencer marketing continues to divide marketers and followers alike. CEO of Hoozu, Nathan Ruff, takes a look at where the criticism is coming from and what’s driving it.
I enjoy the cut and thrust of a good marketing conversation just as much as the next person. There’s nothing like dissecting the merits and misses of a good or bad creative strategy, or media plan, especially over a nice bottle of red. The trending conversation of late and ongoing question I’m still trying to figure out is: “why is influencer marketing so maligned?”
Over the last few months, the uproar surrounding government mandating, bashing by shock jocks, and tabloid newspaper headlines hasn’t deterred growth or brand activity from advertisers. But it has caused confusion for brands, influencers and the media partners we work with.
Photo by Alice Donovan Rouse on Unsplash
It’s divisive because it is so sad that it works, for at heart it’s just an insecurity tax.