“I’m unplugging for a bit,” my godchild told me a few weeks ago – when I said that I was going to join Campaign Middle East, a title that closely follows how brands and marketers influence, persuade, and vie for people’s time and attention, especially on social media. “It will be low-key awesome if you ask people why we have become sus about clout. Time for brands to stop selling to us like we’re delulu,” she added.
The casual conversation began with a debate on whether influencer marketing is actually “influencing” my godchild and her peers at university who are now entering the workforce, and deciding where to spend their genuinely hard-earned money.
As all goo
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