Social media celebs are now so influential in fashion that mainstream magazine editors are trying to emulate them.
The New York Times has brought the dirty secret of the influencer economy to public notice. And it's as nasty and seedy as you would expect.
Turns out that George Take isn't your fun liberal friend on Facebook. He's a ruthless influence marketer, selling your attention for big bucks.
How authentic are those beautiful Instagram images?
Turning your family into your influencer marketing business…
What does it take to be an Instagram "Influencer"? A lot of manipulative behaviour.
How did blogging get lost? Influencer marketing ate it alive…
So, do all those travel bloggers furiously typing away as they jet around the world actually change consumer behaviour?
There's an elite club for people with a Klout score of over 70. Are they really the big fish of the social media landscape?
If you're still targeting influencers, you're building your strategy on a myth.