1. I can name a handful of products that I've bought because <insert some triathlete / olympian> uses them. Out of 6 or so products I've bought I've only had bad experiences with 1 of them, otherwise they all were
2. Sales tactics are basically tried and true throughout time. It's no coincidence the most effective e-commerce techniques are scarcity and social proof[0]. Genuine influencers have the ability to affect social proof on a massive scale.
3. I loathe FashionNova, but they are a grade A example of how effective influencer marking can be if done correctly at scale[1]
4. Scaling influencer marketing is a delicate balance. It's just not programatic (and never will be) like placing ads on Facebook or Google.
[0] - https://www.qubit.com/wp-content/uploads/2017/12/qubit-resea...
[1] - https://www.businessoffashion.com/articles/news-bites/influe...