thank you so much for your article it was incredibly insightful. as someone who studied econ for 4 years in uni we never talked about the influencer economy focusing more international policies and all but i think influencers can and will move the needle to what is acceptable when it comes to brand deals, at least i hope so. i had never heard of the apps you're talking about tho so i have no opinions on them but thanks again, much love <3
I think continued marketing spend on offline advertisements such as the J. Crew catalogue, Laneige truck mobile pop-up, or Charlie XCX's Brat billboard seems to support the argument that not all marketing should be influencer marketing. However, I did learn about all these "offline" activations through social media... so maybe the marketing focuses more on how word gets out through social media rather than solely through influencers?
In my world Influencers are simply another layer of the so-called "discovery economy" which is by now thoroughly monetized in ways which might feel at times artificial. While discovery itself is good, but promoted discovery might in the longer term lead to a generation who find it relatively normal to be lead on, which in turn lets us only discover something which already had been preplanned by marketing departments and brought to us by Influencers who are getting paid for something which should feel natural and free of such obligations, that's why it's simply another, albeit expensive layer to market stuff, albeit predetermined which gives us the illusion of discovery or being part of something. Personally it's my wish that discovery, life's pleasures we didn't know before has the power to influence us for the better, but please without paid Influencers who are simply another layer of the "by now fake discovery economy" which should lead us to think earnestly about what's taken away from us when others literally fake or trick us into discoveries including the FOMO effect that's a given after being told what's good for us, meanwhile true discoveries aren't pursued only because no influencer mentioned them only because they didn't received payments. IYKYK. Thank you.
I learn so much from your insightful articles and your way of simplifying. Kudos on the footnotes as well.
Impressive!
Thank you!
thank you so much for your article it was incredibly insightful. as someone who studied econ for 4 years in uni we never talked about the influencer economy focusing more international policies and all but i think influencers can and will move the needle to what is acceptable when it comes to brand deals, at least i hope so. i had never heard of the apps you're talking about tho so i have no opinions on them but thanks again, much love <3
Thank you! I studied political science and almost minored in econ so that is always of interest to me. Glad you enjoyed :)
I think continued marketing spend on offline advertisements such as the J. Crew catalogue, Laneige truck mobile pop-up, or Charlie XCX's Brat billboard seems to support the argument that not all marketing should be influencer marketing. However, I did learn about all these "offline" activations through social media... so maybe the marketing focuses more on how word gets out through social media rather than solely through influencers?
Right... exactly the dilemma
In my world Influencers are simply another layer of the so-called "discovery economy" which is by now thoroughly monetized in ways which might feel at times artificial. While discovery itself is good, but promoted discovery might in the longer term lead to a generation who find it relatively normal to be lead on, which in turn lets us only discover something which already had been preplanned by marketing departments and brought to us by Influencers who are getting paid for something which should feel natural and free of such obligations, that's why it's simply another, albeit expensive layer to market stuff, albeit predetermined which gives us the illusion of discovery or being part of something. Personally it's my wish that discovery, life's pleasures we didn't know before has the power to influence us for the better, but please without paid Influencers who are simply another layer of the "by now fake discovery economy" which should lead us to think earnestly about what's taken away from us when others literally fake or trick us into discoveries including the FOMO effect that's a given after being told what's good for us, meanwhile true discoveries aren't pursued only because no influencer mentioned them only because they didn't received payments. IYKYK. Thank you.
Discovery economy is entirely spot on! I think you are right that they have filled this need and it is an extension of a marketing department.