THE BLOG

30
Mar

Why I Think Zuckerberg is Trying to Kill Influencer Marketing

I have a new theory — call it a prediction — about the future of influencer marketing.

Recently, Instagram has been meeting with some of its latest advertisers and media partners to council them on the social platform’s latest algorithm update — a transition that will rank newsfeed content by relevance, rather than chronology, similar to its parent Facebook’s own newsfeed algorithm. Instagram’s advice to marketers, succinctly summarized, boils down to this: “Make better content to keep up with the aesthetic expectations of users, and get ready to advertise [even more] to distribute it, because Instagram organic reach will ultimately follow the downward trend as Facebook’s.”

While any marketer caught off guard by this shift couldn’t have been paying attention to the last few years of social media history, what’s interesting to me is how the organic reach race-to-the-bottom keeps reaffirming the same, cyclical social advertising sequence:Continue Reading..