There is talk of 83% growth in a so-called industry built on false metrics, trivial and absurd premises, and distorted mechanisms. The social networks are filled with imaginary people whose followers, likes and comments are paid for and who have absolutely zero influence; while we are being exhorted to fight fake activity and introduce algorithms to detect it; at the same time as the need to tie influencers to contracts to ensure they comply with the number and frequency of mentions stipulated in them. Then there are the cases of influencers with unsavory associations or who are just idiots getting brands intro trouble, metrics that don’t add up, saturated social networks and fatigued users… In short, yet another supposed “industry” related to advertising whose death has long been foretold.
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