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True Content Creators Pull Influencers Away From Brands
Whether assembling in-house teams or hiring outside vendors, smart companies are pulling back from ego-driven Influencers in favor of true content from independent content creators.
This tactic often is not only less expensive, but — posting authentic content on your own website can create better outcomes.
Step back. When conventional TV failed to reach mass audiences in traditional numbers in the millions, marketers wondered how to get their numbers back in shape. Snap. Individuals with hundreds of thousands of followers on social media could fill that gap. The math was easy: ten Influencers with 100,000 followers brought you one million eyeballs.
Trouble is, that knee-jerk fix has raised uneasy doubts about authenticity and impact. Some professional social media personalities had gamed the system and bought “followers.” As the click numbers went soft, hard questions about efficacy popped up. While Influencers are professional social media personalities, their celebrity is the modern version of paid celebrity endorsements. In other words, borrowed interest, the flimsiest form of advocacy, influence or persuasion.
What to do?
Well, whatever happened to the solid professional writers, photographers, filmmakers and podcasters who have substantial…
