I see influencers as a net negative for society but in terms of getting people to actually engage with advertised products, it's pretty brilliant. Before Instag

I see influencers as a net negative for society but in terms of getting people to actually engage with advertised products, it's pretty brilliant. Before Instagram, a brand would put out ads with a rotating cast of "characters" (i.e. models, actors) that got people to think "I want to be more like that person and buying this will help", which worked, but lacked a real connection with the "characters". Instagram inverted that model and allows you to follow the characters, become more connected, interact with them, and follow their "tastes". The legacy equivalent would be something like sponsorships for pro athletes, but they've expanded it into domains like fashion, cookware, etc. while adding the interactive component.