Right. Elephant in the room time. You know those influencers you're getting to plug your products? It's not your brand they're attracted to - it's your wallets.
Your big, bulging wallets, as it turns out. Now that influencer marketing is the fastest-growing method of customer acquisition, it's become a big-money game. Twenty-five percent of brands are spending over half a million dollars on it every year. Five percent are spending over $5m. That translates to about 200 bucks for every half-arsed "Hey, guys - check out this amazing thing I've discovered" and ten grand for every "I just spent a day testing the latest doo-dah from thingumabob."
And here's the thing: it's not their fault. Bloggers gotta eat, tweeters gotta tweet. The problem isn't so much that those all-important influencers have finally woken up to the value of their influence (given that 3% of influential individuals generate 90% of impact online, did you really think they wouldn't charge for that?), the problem is that the tools you've given them - and their audiences - are woefully unfit for purpose.
I'll explain. Like any fun thing worth talking about, there's three people involved when it comes to influencer marketing. There's you,