The day that an alien life form lands on Earth and we have to explain about ‘that time we bought a coffee machine because actor George Clooney recommended it’, it’s going to be pretty embarrassing.
So when celebrities began losing sway to bloggers, vloggers and the eventually rebranded ‘influencers’… we were trending in a better direction, right?
I remember the mixed reaction of the marketing industry upon the realisation that influencers were actually a thing that was here to stay.
Some cautious excitement around the flexibility of these new channels alongside uncensored confusion and outrage as to how that was going to decimate the traditional PR plans which we’d based our careers on.
At least these individuals had an ambition to claim a space or subject to be regarded as knowledgeable in.
Maybe it’s this new ‘post-truth world’ that we’re hearing so much about, setting us on a course to find genuine authority for specific subject matter.