Are Your Influencers Really Influencing?

Opinion: Unpaid influencers are not obligated to use, wear or recommend a brands’ product in their social media posts or show up at their events

Marketers have long relied on unpaid celebrity endorsements to get their products into the mainstream and turn in-person events into public-relations buzz. On the product side, this has often meant blindly sending their publicists or agents free products in hopes that they’ll pass them along to their clients, who will then publicly wear or use those products. For events, the process is much the same: Track down a handler, send an invite and cross your fingers that one or two actually show up. Basically, it’s a game of chance.