Why Blockchain Will Not Help Influencer Marketing

August 30, 2018

Over the past couple of years, I've heard countless influencer marketing projects touting the benefits of blockchain. But I’m not convinced. I'm a big fan of crypto/blockchain-based projects, and I think the future is going to be very exciting, but I want to dig into why we likely won’t see any momentous shifts in the way we do influencer marketing anytime soon.

The main arguments for influencer/content marketing companies implementing blockchain solutions seem to revolve around these three points:  

  1. A utility token to incentivize a distributed network of content reviewers.
  2. A database for storing content and verifying its uniqueness.
  3. A token for borderless payments and microtransactions.

Utility tokens provide users with access to a product or service. When contractors (creators) are posting content for review, a network of people could verify that the content meets brand specifications. They could fix spelling errors or even make sure the content doesn't mention a competitor. In return, they would receive a token reward for their work, and the content would be posted to social media.

Read more at Forbes

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