Influencer marketing – the case against. Exhibit #A

Long before the debacle of the Fyre Festival, B+A have been exploring the difference between influence and inspiration (and telling our clients and friends to think carefully about how to communicate via people with influence, whilst maintaining integrity and good long-term relationships). Frankly, we’ve thought that so-called “Influencer Marketing”* has stunk like an old diaper for a while.

Then last week a close friend of B+A got the following email.

For us it’s a great example of how clumsy, duplicitous, wrong-headed and frankly morally bankrupt, so-called “Influencer Marketing”* can be at its worst.

I’ll reprint the email in full, with the name of the company and recipient redacted and leave it there:

Hey [name of recipient],

This is the last email I will send. Anymore and I wouldn’t like myself.

Since [Business name] launched the discovery network to the public, we have seen some truly crazy attention directed towards our influencers. We knew this would happen and that’s why I thought about you in the first place. A bunch of buyers have been checking out influencer lists for advice when making purchasing decisions for their retail stores. 

[Business name] influencers are truly making a difference on the individual who ultimately decides what products consumers have access to purchasing. 

I admire what you have done in the consumer space and this may be a cool way to lend your expert advice to the buyers behind the curtain. 

To get started, simply make a list of some products you believe in.

Today is your last chance to log in with your invite-only account.

Invite Link: [https://blahblahblah.com]>
User name: [[email protected]]
Temporary Password: [[email protected]]

As always, I’m here to help you grow your presence and answer any questions.

Thanks,
[Name of sender]

Your thoughts and comments are welcome.

*Our new convention – we’ll always call it “So called…” and use inverted commas (a bit like the way people refer to IS to acknowledge its illegitimacy)