What 20th century military officers can teach us about influencer marketing

Et tu Instagram? As the influencer industry comes under attack on everything from engagement rates through to faked metrics, the platform of choices decides to do away with likes in selected countries. Depending on who you listen to, this will either kill off the discipline completely or make no difference whatsoever.

But the naysayers who declare influencers the end of civilisation and the cheerleaders who will evangelically preach that your brand will die if it doesn’t shift all its budget into…