I’m going to say it... the influencer marketing industry has developed a bit of a tone problem.
On one hand, both brands and agencies are pouring record amounts of money into creator partnerships ($37 billion this year in the US alone). But on the other hand, the industry is increasingly vocal about "professionalising" the creator economy. Better disclosure, better brand safety, better values alignment and better audience care. Overall, a higher standard across the board.
In theory, it's a reasonable ask, but something is being forgotten amidst all this.
