There is already a trend toward “influence” being generated more openly and honestly. I’m speaking about the majority of businesses — small businesses — that would never be able to (and maybe never want to) pay outrageous fees for big name celebrity influence. This is not much different than a well-executed PR campaign from the old days, pre-social media. The marketing part of “influencer marketing” is out of control for too many businesses today. I see more companies choosing influential people with relatively small follower counts to help them promote products and brands.