Influencer marketing is becoming an increasingly popular, and powerful, tool for marketers. As recently noted on the V3*Broadsuite blog:
“The beginning of the year brought the usual deluge of posts about trends and predictions for marketing in 2017. A common trend across quite a number of these posts—including pieces from Forbes, Entrepreneur, NewCo Shift, and AdWeek—was increased use of influencer marketing.”
According to Google Trends, search interest in the term really began to take off in early 2016. Average weekly searches for the phrase have quadrupled over the past 18 months.
Yet like a hammer (or more extremely, a chainsaw) influencer marketing is a tool that can cause more damage than benefit if not used wisely. To quote Voltaire (maybe Spider Man—but probably Voltaire), “With great power comes great responsibility.”
The tactic is hardly new, with more than 70,000 articles and blog posts devoted to it. But it is still, far too frequently, poorly executed.