In my experience, mechanical influencer engagement often starts with brands egocentrically thinking only of what they want from the influencers.

Mechanical influencer identification is typically determined by the opinions of marketing staff and the perceived popularity and follower counts of the influencers.

Mechanical influencer follow up is typically limited to a request for promoting the finished content asset.

In many cases, there is no timeline provided and it could be weeks or months between the contribution and the publish date.

Outside of the ask to contribute and to promote, no other communication will occur until the next time someone at the brand has the idea to “use some influencers to help promote our campaign.”

Mechanical influencer engagement is short term, tactical, concerned mostly with what the brand wants and limited to a minimum viable value exchange of expertise for exposure.

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