Influencer marketing has finally lost its mind. Reports of £143,000 for a short YouTube video, £75K for one Instagram post and £30,000 for a single tweet are, apparently, not uncommon.
It is difficult to understand how or why any brand can see that as a worthwhile investment.
And now a UK college is offering a course on how to be a 'social influencer'. Surely, the first signs of decline.
Influencer marketing works as part of a wider marketing strategy. Seen as a one off spend it will surely fail in the same way a single advert or a one week PR push will.
The vloggers charging £140K or more are not interested in building campaigns - why would they. Bank the cash and mug the next brand.
The B2B space, and particularly professional services firms, have long embraced influencer marketing - and at a tiny fraction of the cost.
Use clients to help tell your story. A short video interview with an interesting MD or CFO will carry considerable weight and influence with others looking to address similar issues or working in the same sector.
With recent headlines stating that some of the top social influencers can cost an average of £143,000 for a sponsored video on their YouTube channel, it's no surprise that the City of Glasgow College is now offering students a course dedicated to being a social influencer.