In the pursuit to create viral content, marketers have embraced the idea that using influencers to endorse a brand’s message will foster consumer engagement. As the tactic trends among the marketing community, brands are spending millions of dollars to hire influencers to serve as brand ambassadors. But in an industry driven by metrics, the question remains: are influencers really worth the investment? Engaging influencers with a huge social media following can be somewhat effective for the creation of awareness, but it may not be the most effective method for creating viral content. Simply gaining “eyeballs” through a celebrity’s following, while consumer friendly, does not alone translate into influence.
To continue reading, click here: http://socialmediatoday.com/frank-speiser/2424176/fallacy-influencer