More proof of the downhill slope for so-called ‘influencer marketing platforms’

I read this news story this morning. This first para explains itself.

“Influencer marketing platform, NeoReach, announces a $1.5M seed round lead by Michael Baum’s Founder.org. The company rewards users for sharing brands and products that they love. Unlike traditional influencer marketing platforms, NeoReach reduces the financial focus by leveraging a targeted matching algorithm and allowing the influencer and blogger to have the final say regarding which products they chose to endorse.”

So, “unlike traditional influencer marketing platforms”, I assume they mean the bubble gum ones that have sprung up over the past year!, this one allows “the influencer and blogger to have the final say regarding which products they chose to endorse.” So what they’re claiming is that with other databases (for that’s what these ‘platforms’ actually are), the influencer and blogger (one and the same person in their world), don’t have the final say in what they endorse!

If a brand pays its money and selects a particular blogger to say something nice about it, then the blogger has to say it!

Could these ‘platform’ companies spiral down-market any faster than they are? And could the true meaning of the word ‘influencer’ get trashed any further?

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