“So, when influencer marketing came on the scene, billing itself as the solution to all of these challenges — arguably, the biggest obstacles facing marketers today — it’s no surprise brands far and wide jumped on the social influencer bandwagon. Marketers were quick to dedicate an increasing amount of budget, time and resources to build influencer campaigns, contract online personalities and procure influencer platforms to help find and manage this new strategic priority. The problem? These never were and still aren’t the influencers marketers should be focusing on.”