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Opinion

Influencer marketing and the quest for authenticity

In the last decade, how we define influence and influencers has changed beyond recognition. Gone are the days when influence was determined by primetime TV slots or expertise gained over years of dedicated study – we now live in the era of online influencers who create and drive culture simply by sharing their lives with followers. An era where paying a celebrity to endorse your brand isn’t enough anymore. We’ve become too cynical. What we crave is ‘authenticity’.