Modern marketing — influencers are the new publishing industry.

Where once consumers took their lead from the reviews and recommendations of magazines and the like, many are now followers of a new breed: influencers. Over the past five years, since opening my first Goodness Gracious Cafe and Bagelry, I’ve observed the growing power of influencers’ posts, and a corresponding decline in the influence of editorial endorsements.

In short, it’s my view that endorsements by influencers have largely replaced in consumers’ minds the recommendations in magazine (and other editorial) content.

And it’s not just my view. Businesses, marketers and even some media companies and publishers have also noticed the shift. As a result, they are now vying for support from the influencers — and some are prepared to pay for it.

I have misgivings about influencers who take payments from media agencies and publishers to endorse products on their behalf, rather than directly from brands. I believe this practice, if not disclosed, likely undermines the trust of an influencer’s followers. A professional influencer should be held to account both ethically and morally, just as is expected by the public of other businesses.

While the power of influencers has undoubtedly grown, in my view the boost in market exposure they offer is mainly short term. I’m not sure they provide the longer term benefits a business will achieve by producing and publicising its own content.

So, is money spent on influencers money well spent?

Having never paid an influencer, I’m probably not in the best position to answer this question. But I am in a position to report that our approach — setting our own course and releasing Goodness Gracious videos and articles on various social media platforms — has proved successful.

Of course, we are very happy to receive the authentic endorsement of genuine, community-focused “micro influencers” (I define these as influencers with no more than 2000 followers) who’ve had the chance to experience our product for themselves.

I believe these influencers are more highly regarded by their immediate peer groups, and that they offer businesses such as mine the chance to form stronger and more longer term relationships with the potential customers in those groups.

Published By Greg Cornes

Originally published at https://www.linkedin.com.