Video: Influencers (Alone) Have No Value

Tara Hunt

Tara Hunt

Tara Hunt, CEO of Truly, has over 20 years experience in market research and strategy on both client and agency side. She wrote one of the first books on how the social web is changing business, was named one of 2013's Entrepreneurial Women to Watch by Entrepreneur Magazine and one of the Most Influential Women in Technology in Fast Company. She has built an engaged and enthusiastic business audience online of over 345,000 followers, including a significant number of thought leaders. Tara combines a data-centric with a human-centric approach to building an audience, leaning heavily on insights into consumer patterns and behaviors while keeping an eye on online trends and changing expectations.

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Influencers are influencers – or at least the real ones – because they have built relationships. That’s why they can charge brands money to access their audience. The deeper the relationships, the more that audience is worth. So, wouldn’t it make sense for brands to spend money on building relationships? I.e. building their OWN influence?

This video is a call to re-examining the practice of influencer marketing as it is today – which is a dumpster fire, to say the least.

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