My latest post at The Drum is a profile of an influencer technology platform that’s being used by Hollywood to help sell their movies:

Influencer marketing is all the rage right now. Back in December of last year a report was released by Linqia showing that while ROI was sometimes sketchy, more and more brands were pouring more and more money into influencer campaigns. The rationale and logic behind these efforts seems to be that these influencers – those with large and highly-engaged online audiences – have a more authentic voice than a brand could ever hope for, not to mention a built-in audience that can sometimes number in the millions.

Source: The Movie Marketing Blog: IBM Watson-powered Hollywood influencers | The Drum