Historically, businesses would focus on purchasing advertising and reach and then use that reach to tell people how awesome they were. That model doesn’t work very well anymore. If I want to buy a new SUV, I’m not going to go to a Toyota salesperson and ask them what the best SUV is.

Read at: https://monetizationnation.com/blog/55-how-to-use-influencer-marketing-and-other-strategies-to-increase-credibility/