The 5 tenets of Indienomics, the value proposition behind Sundance Channel and IFC for brands:
Independence leads to prosperity Uber-Influencers have more money to spend.Not all consumers are created equal Reaching one uber-influencer is worth reaching 1,000 influencers.Advertising is content Customize your message and think outside the pod.Trust is king An influential audience trusts the right brand in the right place.Everyone is a network The opportunity is to reach them where they program to themselves, regardless of platform.I actually think the term “influencers” is, at its core, used by people who never escape their demographic comfort zone as an excuse to perpetuate that behavior. It’s very special-snowflake and it’s probably only enhanced by the cocooning potential possessed by the Internet. As the economy worsens I’m pretty sure this paradigm will fall out of favor, at least on a “throw a lot of money at these people to make them work for us” level.
BUT I also think that if you’re gonna talk about these sorts of people, you have to realize that who they are, and what they deem “important,” is always shifting, thanks to the fickle nature of crowds and the heightened speed at which pop-cultural hype cycles roll along these days. (Hell, ask any blog band from 2006 whose second record came out this year. Or Robert Scoble.) And then you have to ask if trying to catch what’s essentially lightning in a bottle is all that worth so much time and effort and sunken cost.
(via soupsoup)
Yeah exactly. I was talking rather more wonkishly about this very thing over on Blackbeardblog this morning.
