This post is most important for non-ecommerce professionals. My wife, who does administrative work for 80sTees but doesn’t do any marketing, follows a lot of people on instagram who she describes as influencers. The fact that she uses this term means she’s more aware of what is happening than the average person, but even then I don’t think she understands the extent to which influencers don’t really know any more than she does.
I think it’s fine for influencers to market fashion and beauty, because those are completely subjective. But I find it troubling the amount of influencers for vitamins and supplements. These folks don’t really know what they are consuming any more than you or I. Keep that in mind when your favorite influencer talks supplements.