wannabe influencer marketing

Recently the owner of a small hotel in the Philippines called
White Banana grew frustrated by the constant stream of requests he
received from “wannabe influencers” (his term), each one trying
to score a free vacation in return for Instagram posts.

He posted the following
announcement
:

“We are receiving many messages regarding collaborations with
influencers, Instagram influencers. We kindly would like to
announce that White Banana is not interested to “collaborate”
with self-proclaimed “influencers.” And we would like to to
suggest to try another way to eat, drink, or sleep for free. Or try
to actually work.”

His funny rant touched a nerve, went viral, and sparked a
firestorm discussion on the state of influencer marketing. The NYT
featured an article a few days ago on the value of influence:
No,
Your Instagram ‘Influence’ Is Not as Good as Cash
.”

Influencer marketing is at an interesting crossroads. Marketers
this year are
predicted
to spend 25% of their budgets on influencer
marketing. They increasingly expect accountability on par with a
typical media buy.

And yet influencer marketing faces a massive credibility
problem. Last year, Unilever announced an effort to try to clean up
influencer marketing, drawing attention to the widespread use of
fake followers and bots. There has also been a shift to smaller
classes of influencers, including micro-influencers and even
nano-influencers (under 1,000 followers), which are inherently more
difficult to regulate. Fyre Festival has come to epitomize a
culture of influence marketing gone wrong.

When everyone can claim to be an influencer, what is the value
of influence?

Here are a few related cartoons I’ve posted over the
years:

Fake
Influence
” August 2018

Influencer
Fatigue
” May 2018

Influencer
Marketing
” March 2018

Source: Marketing Blogs
wannabe influencer marketing