Pop quiz time: What’s estimated to be worth between 5 and 10 billion dollars by 2020 and is (at least, in my humble opinion) largely bullshit? Answer: Influencer marketing. Okay, let me clarify something.

The idea of paying people with huge amounts of reach to advertise your products isn’t dumb. Celebrity endorsements are a thing, and have been known to work wonders for brands. Think about LeBron James’ nearly $1 billion deal with Nike, or George Foreman with his eponymous lean, mean, fat-reducing grilling machine. Online influencers, on the other hand, are a different kettle of fish. Christ, just let…

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