Title : "The influencer bubble will totally collapse in the next 12 months if people aren’t very careful about the money being thrown around as brands try to buy influencer placement."
link : "The influencer bubble will totally collapse in the next 12 months if people aren’t very careful about the money being thrown around as brands try to buy influencer placement."
"The influencer bubble will totally collapse in the next 12 months if people aren’t very careful about the money being thrown around as brands try to buy influencer placement."
Said Caroline Issa, "the fashion director and chief executive of Tank magazine and a street-style star-turned-occasional Influencer," quoted by NYT fashion & style columnist Vanessa Friedman in "The Rise and (Maybe) Fall of Influencers." Friedman continues:Since being what used to be called a “tastemaker” became a job, and word-of-mouth tips became known as “influencer marketing,” attention has been focused largely on the risks to brands in linking up with individuals.... But while it’s easy to be distracted by the siren call of Influencer culture — Money for just being you! Free trips to sit front row at fashion shows! Global branding laying out the red carpet for your delicately pointed feet! — what the cases of Kendall et al. make clear is that there are also risks to individuals.Kendall — Kendall Jenner — has gotten into one problem after another, taking gobs of money people want to give her. It's hard to imagine caring about her problems.
What's interesting here to me is how people who can hardly do anything get to be "influencers." What kind of a job is that? It's not easy to rack up 80+ million followers on Instagram, but once you have that, it's not surprising the marketers want to hand you money to be seen with their product. It probably makes more sense than buying ad spots on TV shows that might have something like 10 million viewers.
Speaking of influencers, Freidman claims to cringe at the word but seems to accept it because it's in the Cambridge English Dictionary. Is that an influencer dictionary? My dictionary is the Oxford English Dictionary — screw Cambridge — and it has "influencer" — meaning, duh, "One who or that which influences" — going back to 1664:
1664 H. More Modest Enq. Myst. Iniquity 473 The head and influencer of the whole Church.Those were weightier times. The things pretty youths like Jenner are influencing us about really don't matter. We're lucky to be free to divert ourselves with the utterly inconsequential quandry, Coke or Pepsi?
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