Everyday marketers search for that edge that gives them an advantage over the competition. Likewise, suppliers seek to deliver that advantage.
The life of a new marketing technique goes something like:
1. A lot of pain persuading anyone that this new technique actually works.
2. Eventually someone bites and case studies start to appear.
3. Whispers about a new method that works starts to spread.
4. Everyone piles in.
5. Said marketing technique loses its out sized advantage.
When everyone piles in, there is an equivalent (out sized?) increase in suppliers.
Influencer marketing is at stage 4 and for some sectors the FT argues
is already at stage 5.
Influencer marketing uses people in authoritative positions to discuss or show a company’s products. Authority does not mean knowledge though - merely a large audience.
This of course causes a desire on the part of the influencers to scam the system - collecting fake accounts to artificially inflate their size and allow them to charge more money.
Savvy marketers are obviously aware of this and eventually influencers themselves will provide independent proof of their performance. By then though it will be just another marketing technique and the marketer is back to requiring creativity to give it an out sized advantage (or the next cool marketing technique).