“A lot of you have been asking me how it is to work in influencer marketing”

Truth to be told, just as all the influencers that share their skin care routine, no one has asked me about my experience in influencer marketing. Nonetheless, I can say that it has been extremely interesting and has made me reflect upon the whole concept of marketing itself.

I worked in influencer marketing for a watch company called CLUSE, and I specialised in the Italian market for non-paid collaborations.

Being able to see the behind the scenes of collaboration has truly taken away all the magic I might have felt towards the world of online influencers, making me think that, although originally it might have been considered the new golden goose, users have really reached their saturation point.

Although influencer marketing can do great things for brand awareness, a lot of brand receive awareness for being the “influencer marketing” brands, which often downgrades their status and their image.

To my fellow students that might be intrigued by this world and how to use persuasion on social media I have one advice: pursue your passion but do not do it within influencer marketing. Setting up the collaborations can become extremely alienating and the greediness of people does become evident. I advise to take-on a more overarching role which allows to investigate the field in a more fulfilling way.