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The available mega influencers (Jenner and Gomez) are scarce. The dilution of brand image begins with conflicting brand associations with the same influencer. W

The available mega influencers (Jenner and Gomez) are scarce. The dilution of brand image begins with conflicting brand associations with the same influencer. While reach is far and wide, at a great cost, the better approach would be to attach to lower level influencers that have smaller impact when their image begins to misalign with the brands. I have a hard time believing agencies haven't been utilizing multiple approaches to utilizing the varying influence across the spectrum instead of putting all their eggs in one basket with one mega influencer. I don't quite understand the point of the article and how the utility of influencers could collapse? There will always be a new face to exploit, no?

throwaway2048 9y ago
This is discounting the idea that people quickly become jaded in general to the concept of being sold shit by internet personalities. People quickly identify and begin to ignore/resist new forms of advertising, see the ever falling click-through rates of internet advertising and concepts such as "ad blindness" It all speaks to the radioactive toxic waste that is advertising in general, and its insidious ability to poison discourse. Couching the tactics in terms like "influencers" seems pretty distasteful to me.
kenning 9y ago
> I don't quite understand the point of the article and how the utility of influencers could collapse? Some industries are ok with blatant sponsorship and some are not. Compare the video game industry awards (https://www.forbes.com/sites/erikkain/2016/12/02/the-good-the-bad-and-the-cringeworthy-of-the-2016-game-awards/#5aad60931f42 https://www.forbes.com/sites/erikkain/2016/12/02/the-good-th...) to the oscars. People can be fickle about these things as the industries are being established. If fans decide it's unappealing to see obvious cash-ins, the 'influencer' industry may be overvalued. Whether or not they do probably has a lot to do with whether these scandals are memorable.
- makomk 9y ago
  Also, excessive promotional campaigns can eat into the reputations of the people and brands involved, or even cause a broader loss of trust. For example, Geoff Keighley will probably be forever known as the Dorito Pope because of his over-the-top product placement for Mountain Dew and Doritos, and every video game article, review, Let's Play or shout-out that is seen as excessively positive attracts rumours that the person was paid or otherwise rewarded for doing it.

throwaway2048 9y ago

This is discounting the idea that people quickly become jaded in general to the concept of being sold shit by internet personalities. People quickly identify and begin to ignore/resist new forms of advertising, see the ever falling click-through rates of internet advertising and concepts such as "ad blindness" It all speaks to the radioactive toxic waste that is advertising in general, and its insidious ability to poison discourse. Couching the tactics in terms like "influencers" seems pretty distasteful to me.

kenning 9y ago

> I don't quite understand the point of the article and how the utility of influencers could collapse? Some industries are ok with blatant sponsorship and some are not. Compare the video game industry awards (https://www.forbes.com/sites/erikkain/2016/12/02/the-good-the-bad-and-the-cringeworthy-of-the-2016-game-awards/#5aad60931f42 https://www.forbes.com/sites/erikkain/2016/12/02/the-good-th...) to the oscars. People can be fickle about these things as the industries are being established. If fans decide it's unappealing to see obvious cash-ins, the 'influencer' industry may be overvalued. Whether or not they do probably has a lot to do with whether these scandals are memorable.

makomk 9y ago
Also, excessive promotional campaigns can eat into the reputations of the people and brands involved, or even cause a broader loss of trust. For example, Geoff Keighley will probably be forever known as the Dorito Pope because of his over-the-top product placement for Mountain Dew and Doritos, and every video game article, review, Let's Play or shout-out that is seen as excessively positive attracts rumours that the person was paid or otherwise rewarded for doing it.