Simply put traditional media advertising is not working as well as it used to. People are not communicating with each other or consuming content the way they used to. To learn more, please read What is Retailtainment & Why has Amazon fallen behind China?
With the advent of ad blockers, messenger apps, subscription music platforms, and subscription video platforms it is increasingly difficult for advertisers to get their messages in front of a target audiences. To learn more, please read China Ad Agencies Lose Their Edge to Influencer-Led Creative Studios.
Influencer marketing is subversive. Influencers can bypass established communication and content distribution advertising systems.
There are also arguments for authenticity, trust, and niche value propositions that only influencers can provide.