If influencers were to turn the tables on the business transaction, where the influencer pitched the brands, the result would not only save the “social media influencer” model, it could turn many influencers into more focused, profitable brands. Several years ago a representative from Paul McCartney’s promotional company, Marshall Arts, called me when I was at Arnold Worldwide. He asked (paraphrasing), “Got any brands over there who might want to sponsor Paul McCartney’s upcoming tour?”Sounded pretty cool, but frankly I had no idea. Long story short, one of the McCartney “brand pillars” in this exercise was about Paul’s investment capabilities. In the end, brands, influencers and consumers will have influencers who are authentically influential.

Source: Forbes October 21, 2019 17:15 UTC