Influencers rule the web
Since several years, when you ask for an infuencer, it is not difficult to assess the authenticity and genuinity of his profile (i.e. real or fake followers), it only takes one of the thousands of modern ways to analize his profile data. Back in the old times, an agency used to ask: “Do you have any fake followers?”, now it ask “In what percentage are your followers fake?”
As if it were consolidated that everybody must have a part of his community on wage and that some must pay full price for that too.
The direct cause is that platforms are not up with the times and did not evolve at the same pace of the continuously expanding web marketing, now that even the smallest realities are testing its potential.
Facebook had the best advertisement system around, more intuitive than Google AdWords (now, ADS) and with another conversion system.
Eventually, things got worse starting from limitations in pictures texts and language to further decrease of organic coverage.
All these issues made the influencer market more desirable and easier to manage:
- less costs on specific campaigns;
- more virality;
- less manpower required.
Influencers can reach the same target people of paid social advertising, or even a broader cohort, if you are in business with true creatives (yeah, there are also influencers good at influencing! Unfortunately there are very few around…).
Indeed, in the long run, they cannot bare the traffic of a medium-sized company, but they achieve an extremely manageable diffusion, with small costs and high affiliation rate.
This pushed the content creators to inflate the fees for their services at first, then to increase fakes boosting (which ultimately means more fees).
Once, a company used to go to the potencial influencer saying: “We have got X to promote this project: are you in?”, now, instead, the agencies ask for a price list and calculate the offer upon the available and affordable services.
These reasons contributed to develop the emergent “market of the pure ones”: the microinfluencers.
But it’s just a matter of time: the laws of market will devour them too. New fakes and new price lists will proliferate in an infinite replacement.
But a certainty emerges from this: now, influencers set the prices, not agencies anymore.
And you know what?
This is good news.
Because now that each one knows how much the others are worth and what they can give, the choices and not the budgets will win.