The state of influencers in five articles

Influencers, oh, influencers. One of my favorite topics for so many reasons. Everybody’s favorite topic when it comes to discussing overrated professions and overpriced activations. I’ve been reading a lot about the topic these past weeks, and reflecting on my own experience. Here are five articles that cover most of what’s going on with the topic right now.

  1. Brands are skipping the ad agency
    Digiday reports that brands like Bud Light or L’Oréal Paris are using influencers as creative partners. I know that really creative influencers exist – in many cases, it was their creativity what made them as big as they are. But they’re usually not branding nor digital media experts. For me, the ideal scenario is brand team + creative agency + influencers + production partners.  It’s the best way to ensure that everybody’s objectives are aligned, all the bases are covered in terms of activation strategy and the content is good enough for all the different channels and pieces. But I understand the budget does not always allow to involve so many players (plus the media investment!). In that case, the influencer and the brand must be a really good match for each other – or it won’t work.
  2. Marketeers are whitelisting influencers
    Brands are worried about the content around their sponsored content, says Digiday. They’ve always been, but the digital reality of today makes them more aware of fatal coincidences. Specially now, when many collaborations are pushed with media, usually in both the brand’s and the influencer’s platforms. The concept of whitelist varies: from credibility and past behavior to which brands they have worked with in the past. If publishers are held accountable, so should influencers.
  3. The tricks and hacks of influencers
    Digiday reports that many influencers might be adding impressions up, buying followers, creating secret engagement groups… Nothing surprising here, but it’s worth remembering that some influencers are not what they seem and that engagement ratio is still one of the most valuable metrics.
  4. Seven questions brands always ask influence marketing agencies
    The Drum invited Whosay’s Jenna Colombini to share the 7 question brands always ask her. I’ve been asked many of them myself, and my answers were fairly similar. How to make the most out of the collaboration? Set clear goals. Photo or video? Both. Who should produce it? Refer to article number 1. Does #ad or #spon prevent engagement? Long live transparency!
  5. A cheat sheet
    If Jenna’s recap was not enough, Digiday put together a cheat sheet covering all the basics of the current state of influence marketing, from the most powerful platform (Instagram), to who gets paid the most (travel influencers), to which KPIs are being used to evaluate the return of the collaborations (all of them!).