Why Most Media Types Have Sponsored Content, Influencers, And Disclosure All Wrong - Video Why Most Media Types Have Sponsored Content, Influencers, And Disclosure All Wrong There's a really wrong-headed assumption that a number of media companies large and small have involving what are called “influencers” and the indivduals, groups, and companies that hire them: that the client hires the content creators simply to say what they tell them to say. This assumption got legs after the whole Fyre Festival matter, where a giant music and food festival produced by Billy McFarland, CEO of Fyre Media Inc, and rapper Ja Rule, and that was supposed to be held in the Bahamas, used supermodels as what the media identified as “influencers”. By the raw definition of “influencer” as “a person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media,” they really weren't that at all, just great-looking women hired to get