Ellen Nguyen at the BBC Work Culture website recently wrote an interesting article relating to the rise of the influencer, and how business has been turned on its head.

"We're in an era where traditional media no longer holds the monopoly on information dissemination," says Hilary Gorbould, influencer marketing manager at Stockholm-based Redgert Comms.

As social media commands more and more attention, she says, not only does it provide new channels for revenue, but it also enables businesses to precisely hit their ideal customers. "Influencer marketing allows brands to convey their message to a target demographic while hand-picking ambassadors who resonate with their ethos," says Gorbould.

As a result, both small and massive companies alike are now taking influencer partnerships as seriously as the stalwart marketing campaigns they've invested in for decades. And experts say that increasingly, influencer partnerships will become the future of business.

However there are dangers if you don't have control on how your brand will be presented and it can have serious repercussions.

Social media influencer marketing isn't infallible, however, especially at this nascent stage. In the same way a billboard or television advert can ruffle feathers, or even backfire, there's risk in taking on content partnerships, too. 

"Influencers can be spectacular for brand campaigns," says Freberg. "However, a single controversy can severely tarnish a brand's reputation." She points to the "Bud Light crisis" involving transgender influencer and TikTok sensation Dylan Mulvaney, which spurred a conservative boycott of the brand that has affected revenue.

Have a read of the article. It really does make you wonder where the future will lead in the hands of the influencer.