KERNEL NOTES: Influencer Marketing Is Dead! How Luxury Brands Should Choose Influencers
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KERNEL NOTES: Influencer Marketing Is Dead! How Luxury Brands Should Choose Influencers
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Influencer marketing has become one of the most popular tools in modern marketing, but in luxury, choosing the wrong influencer can cost far more than the campaign budget.
It can damage perception.
It can create misalignment.
And it can quietly weaken the brand you have spent years building.
In this episode, I share how I approach influencer and content creator selection as a Luxury Marketing Professional who has worked across premium and luxury hospitality, retail, and fashion, while representing international brands across Pan-Africa.
We explore why audience size is not enough, how to identify true brand alignment, what I look for beyond aesthetics, and why understanding audience behaviour matters more than most brands realise.
Because in luxury, influencers are not simply content creators.
They become an extension of the brand itself.
And the best influencer campaigns do not feel forced.
They feel believable.
If you are a founder, marketer, brand manager, or luxury professional looking to build stronger partnerships and more intentional campaigns, this episode is for you.
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