We live in a world where the term 'influencer' is bandied about in every marketing meeting, press-release and venti-skinny-latte-fuelled brainstorm as brands obsess over these shiny new things with the power to shift product and consumer opinion. View More

We live in a world where the term 'influencer' is bandied about in every marketing meeting, press-release and venti-skinny-latte-fuelled brainstorm as brands obsess over these shiny new things with the power to shift product and consumer opinion. But just how influential are they really? Do followers count for F*** all? In this post-truth era are we seeing a shift back to the hands of the credible, authoritative, heritage media brands as the one thing audiences can truly trust? Or is there a place for both to work in harmony? Ask yourself "Who is influencing me?" Are you buying a car because PewDiePie the gaming YouTuber said that BMW's are amazing? Or are you buying a car because Car Magazine gave it a 5* review and you've heard someone you respect on air bringing its virtues to life? Similarly, are you buying up influencers because they genuinely deliver you a better return on your investments, or are you buying up influencers because it seems like the cooler thing to do right now?
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