Influencers. Are they all they’re cracked up to be? And what needs to happen for them to become more legit?

FLEUR SKINNER GENERAL MANAGER MKTG

Personally, I believe the hype. The influencer marketplace is growing exponentially in New Zealand and around the world; Analysys International has projected the Chinese influencer economy alone will be worth over $15.5 billion this year. In terms of legitimacy, I think great strides have been made. Helpfully, the Advertising Standards Authority has made it very clear that paid endorsement requires disclosure. What we’ll see next is influencers looking to maintain their own brand value by selling ‘access’ less frequently; they will look for natural affiliations and long-term partnerships. And they will start making and marketing their own products.