Exercise: Influencers

One of the many profound shifts in advertising that has taken place in the past twenty years due to the invention of the internet, and social media soon after, is the rise of “Influencers” – online personalities who advertise products to their followers for a surprising amount of payment. For an introduction to the backstage world of influencers, read the article “What is an Influencer?” by Paris Martineau and then, once you’re done, answer the following questions in full sentences.

1. What is the “different relationship” between content and viewer that Martineau describes?
2. What gives influencers their perceived “authenticity”?
3. Where does “influencing” begin and how?
4. How does PayPerPost change influencing?
5. Why is influencing more attractive than advertising to some marketers?
6. What is “engagement fraud” and why does it matter?
7. Using your own thoughts, experience, and/or further research to answer the question:
   what impact have influencers had on the future of advertising?