Daft question #1 - Who owns the influencer?

My commercial director Scott sent me a link to this post by Pete Blackshaw. Pete is a founder member of WOMMA, of which Influencer50 is a member. So Pete must know what he's talking about, at least in a B2C context.

But the question - Who owns the influencer? Oh, please. This is so 1990s. I remember endless (and pointless) debates about who owns the customer and various organisations getting upset because their partner firms claimed customer ownership. Completely pointless, because NOBODY OWNS THE CUSTOMER. Customers are fickle and are as able and likely to change suppliers as change their underwear. Especially these days, when your competitors are one click away.

So, here we are again, ten years later. Same question, even more pointless debate, and the same answer:

NOBODY OWNS THE INFLUENCER

What a crazy concept. True influencers have their influence largely because they are not affiliated to anyone. In fact, the more someone tries to "own" them, the less influential they become. That's why rent-a-quote analysts lack substantial influence - they're paid for ("owned") by a vendor to endorse a product or position.

The only value I can see coming out of asking "Who owns the influencer" is the shock - similar to being hit in the face with a spade - of realising that, more than likely, the influencer owns you! Or at least access to your market (which amounts to the same thing).

Treat your influencers not as peasants on your land but as royalty, to whom you need to pay dues.