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I’m not sure people in advertising are harping on influencers. I think the negative reaction is replacing an idea with an influencer.
In that scenario, I’m not sure the brand wins as much as the influencer does. Especially if the brand’s success is dependent on an individual instead of a philosophy or brand purpose.
Agreed 100% with CD1. Influencers are great for reach and impressions, but they’re no replacement for a campaign. They’re basically just a media buy that eats, breathes, and owns a webcam.
CD1 said it best.
This isn’t a truth bomb. It’s R/GA tying to justify that they’re pivoting back to throw-stuff-against-the-wall-and-see-what-sticks-production-driven “ideas."
It’s weird to me that this is even a conversation in 2019. Influencer marketing has been around forever and even in its most current form of social media celebs we’re a decade in.
I think it’s just that agencies used to make it their business to make their clients interesting. And now there seem to be a million agencies around who don’t care about any of that and are happy to just hire out influencers to deliver what they can’t.
There are campaigns that leverage influencers/creators that are very creative and there are those where brands are buying influencer audiences the way you would March Madness. We have to stop putting them all in the same bucket. I like Strategist 1’s point above. The good ones are content creators.