- Guess What's Killing Influencer Marketing? Influencers. Jason Falls 10:01
There is a force at play in the influencer marketing space that puts the entire industry in danger. If that force isn’t reckoned with, and soon, the practice of leveraging individual content creators with attractive audiences on social networks for brands will die.
This particular group isn’t killing influencer marketing intentionally, mind you. But they’re treating the space we all know and love as a money grab, rather than a way to build a sustainable business. For all the talk they spout about influencer marketing being how brands do business and how marketing happens in todays world … they’re slowly chipping away at the magic that influencer marketing can be.
So who is killing influencer marketing? Influencers.
I explain in today’s commentary.
This episode of Winfluence, the podcast, is sponsored by Julius. I mention that software more than others in my book because it’s the platform I’ve been using for a few years now to find influencers, engage with them and manage campaigns.
Julius has powerful filters that let me drill down find just the food and beverage influencers in Grand Rapids, Michigan. Or the men’s Fashion voices that most impact Vancouver. But it certainly also gives me the mega influencers and celebrity influencers I might need to help launch a beauty, tech or automotive product.
And in most cases, it has contact information so I don’t have to go fishing to reach them.
All the elements of campaign management are in the software, too. I love the fact I can assign a purchase price or value to every single social deliverable that is a part of campaign, automatically track it based on when the influencer says they’ll post, and get an ROI report for each element.
You know I wouldn’t say this if it wasn’t true — You owe it to your brand or agency to do a demo of Julius today. Go to jason.online/julius and request one. That’s jason.online/julius.
Find out how influencers are killing influencer marketing in this episode of Winfluence. And for reference, see my article on The New Influencer Creative Brief I reference in today’s show.
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