Viacom and WHOSAY Brings Influencer Marketing To TV
Influencer marketing has been through many iterations in its brief lifespan. It was originally a way for YouTube stars to make some quick extra money, but then quickly evolved into the flavor of the minute as MCNs (remember them) all competed to line up the right panel of influencers to put in front of advertisers, essentially transforming themselves from programmers to talent agencies.
As Facebook changed its algorithms, the value of influencer marketing started to briefly wane. But marketers rapidly figured out that they could take videos from top influencers and run them on Facebook and other platforms as “dark posts” (paid posts that show up in users’ feeds but not on the brand’s own page) and influencer marketing was back on again as a popular tactic.