[cjf101]

I think this demonstrates how _insidious_ influencer marketing is. We feel like we're privvy to the behind the scenes decision making about this influencer or that one. But we aren't. We don't really know if they are really choosing the products they wish to promote, or if there are other considerations that influenced that decision.

The aim of influencer marketing is to leverage parasocial relationships to sell stuff, and it works because people think of influencers more like 'a somewhat distant friend' than a talking head or a traditional paid promoter.