In marketing and media influencers negative representation have been a hot topic for some time now. I have been vocal about my views on this few times on SM channels and would like to bring it up again to voice the necessary changes to move forward with healthier and m0re sophisticated marketing climate.


Influencers are often defined as:

An influencer is an individual who has above-average impact on a specific niche process. Influencers are normal people, who are often connected to key roles of media outlets, consumer groups, industry associations or community tribes. Influencers may or may not be aware of your company, but represent control of an audience segment that is important to your business.
Such individuals are not simply marketing tools, but social relationship assets. They may be the person responsible for affecting key contracts, supporting new product releases, or part of a resource pool that increases market awareness and industry shifts before they happen.


When really influencer is:

Influencer is someone who is contributing to the society in a positive way. 


It is so important for everyone in marketing and PR, so called “influencers” themselves and everyone who is on social media to understand the misuse of the word, and what type of social responsibilities are actually coming with it. It has become a job title, without having a background and information on the field influencers are trying to influence.

More about the misuse of the title listen to Harper’s Bazaar Podcast with Mohammed Sultan and Diala Makki. 

We are in the social media marketing climate where social media is one of the most effective marketing platforms, but the tools(influencers) to create effective marketing are broken.


Brands have came forward on several occasions announcing the lack of success using influencers as a marketing tool.

This morning BOF published a article “How to Create the Next Birkin”, where was clearly said “Brands lacking Dior’s marketing budget or Slimane’s high profile friends can achieve a smaller-scale version of the same effect by sending bags to influencers in hope they’ll wear them in Instagram posts. That approach carries its own risks because it can come across as inauthentic.


Benho, a contemporary brand that emphasizes its sustainable supply chain, has tried the influencer tactic in the past, but it never translated into sales, according to founder Shivam Punjya.


For brands many of the influencer collaborations are massive loss of money and no return other than brand awareness. But that is not enough. It is important that “influencers” understand the importance of producing valuable and educational content to promote brands and products. There is nothing wrong with the title, but it is extremely important to understand the responsibility promoting realistic content rather than personal presence. Its time to break through the negativity what comes with useless content, and what most cases repetitive. Its time for influencers become creative content creators(take time and truly put more effort than a selfie), educate themselves on the products they use and also pass that information to their followers.


This is not the first and the only issue what comes with influencer marketing… let’s talk about fake followers next time.


If you work in PR & Marketing I would love to hear your thoughts and experience with these current issues.