As influencer marketing matures, the agencies and strategists who favor the tactic are finally starting to wake up to the fact that true ROI comes from engagement — not reach.Many are predicting that “the influencer bubble” is primed to burst in 2018, and in my book, it’s about time. Not that I’m opposed to influencer marketing when it’s done right. Forging real, mutually beneficial, long-term relationships with people who have engaged, relevant audiences? There’s arguably no more effective way to get a brand message out into the world.It’s the influencer hype machine, with its vanity metrics and media-buying marketplace mentality, that I’m eager to see go down. Treating sponsored Instagram posts as another advertising channel, with success measured according to CPMs? That’s just folly.And yet the money keeps pouring in, as this data visualization from Santa Monica, Calif.-based influencer agency Mediakix illustrates:Last fall, Digiday’s Grace Caffyn asked an anonymous influencer agen…
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