What do people expect to get when they sign up for an influencer marketing ‘platform’?

The Buyer-side Journey.com, Influencer50, Nick HayesI’ve been thinking recently – what do people expect to get when they sign up for one of these so-called influencer marketing ‘platforms’?

I’m especially unclear what makes these a platform rather than an online database. You take out a subscription, you type in your preferred keywords, and it filters those names most prolific on Twitter who have mentioned those keywords. That’s a database to my way of thinking.

I took an incoming enquiry a few days back. As soon as I realised the person was from a PR company I feared the worst. I’ve become used to these calls. They said, “We came across your website and we want to know if you have a global database of auto influencers – we work for (one of the top four global auto manufacturers). They went on to explain that they wanted this ‘list’ within 48 hours if possible.

I can’t help thinking that some of these influencer marketing ‘platforms’ are just today’s reincarnation of list-brokers.

I can picture what will happen. The agency person will find such a platform / list-broker, they’ll subscribe to that vendor, then they’ll tell their client they’re working with a top influencer platform to reach the most important market influencers. And the client will mentally tick the box that they’re now actioning their global influencer strategy. When all they’ve really done is bought a database.

This is nothing like what I’d envisaged for Influencer Marketing.

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