What do a Real Housewife, an Olympic athlete, and a doula have in common? They’re all being paid by an ad-tech startup as influencers—peddling not products but ideologies.
The click-per-payment model, DiResta says, may also change influencers’ behavior—creating the “incentive to produce and amplify content in the most inflammatory way possible in order to drive the audience to take an action.” But at the most fundamental level, researchers voiced a concern about the potential for deception in civic discourse.
Today, Bolling’s tweet does not appear to be on his feed. Most social media marketing campaigns get deleted when they’ve run their course, and I found Urban Legend’s campaigns to be no exception. Rinat said influencers always know the identity of a client—and followers will know, too, because the link generally takes them to a campaign page, where the sponsor can be identified. Later, he said transparency is “a very important thing to influencer marketing, and particularly for our model.
While lionizing transparency, Urban Legend continues to shield the identities of its influencers and the clients who pay them. The company’s tactfully hands-off approach to disclosure, Farid said, makes the Exchange “a system that is—by design—ripe for abuse.”ILLUSTRATION: MARIA FRADEcritic H. L. Mencken once wrote that “whenever you hear a man speak of his love for his country, it is a sign that he expects to be paid for it.
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