Since inception, online influencer targeting has been a fraught activity.
In the early 2000s, brands had to fight the temptation to simply create their own fake influencers. Perfection of mommy blog targeting (one product for you and one to give away to your fans) was often achieved at the cost of polarizing their community over issues of authenticity. If individuals can’t trust their community leaders to not be unduly influenced by what are perceived as bribes, who can they trust?
Klout, which familiarized a mass of consumers with influence measurement, has regularly been the subject of withering criticism. “Kill me if I Klout,” wrote the gadget-catchall Gizmodo. “If I've ever interacted with Klout... punch me in the face,” said the net-comic XKCD.
Econsultancy's latest report, Influencer Channels: From Klout to Klouchebag, takes a look at these issues, asks why, and explores ways for marketers to effectively work around these antipathies.