The bottom line from Fyre Festival is that influencers have a significant impact on how people perceive social media content , even when it’s a partnership with a brand. With consumers becoming more wary of social media content, it’s time to take a look at influencer marketing and work to make it more transparent.
Some investors are betting on companies that are “creating a new system, independent of the celebrity and scandal that defined a generation of Vine, YouTube and Instagram stars — and that’s attracting big money.” Brud, the Los azerbaijan email list Angeles-based company behind Lil Miquela , the most famous influencer avatar, has been valued at more than $125 million, with major investors including Sequoia Capital. But what if you don’t have the resources for this type of marketing or don’t want to work with avatars?
How Marketers Seek More Transparency in Influencer Marketing
In January 2018, The New York Times published an in-depth investigation into the prevalence of fake followers on social media platforms. While Twitter and other social media platforms prohibit the purchase of followers, the investigation revealed that a company called Devumi sold approximately 200 million Twitter followers to 39,000 customers. Names on the list included actor John Leguizamo and even Twitter board member Martha Lane Fox. In the summer of 2018, Twitter announced it would be deleting suspicious accounts , and many celebrities saw their followers drop significantly.