Why all the hullabaloo? It's about the money, silly
This is not just about popularity.
It's about protecting your rice bowl.
The more popular you are, the more clout your influencers have in getting you the marketing dollar.
Popular bloggers can earn four-digit sums simply by writing about their experience with a product and then promoting it.
The more ethical ones will give honest assessments. They would also declare when the product is from a sponsor.
The less ethical ones will even call up restaurants and hotels asking for freebies in return for a favourable review in their popular blogs.
A report earlier this year by PricewaterhouseCoopers LLP (PwC) shows Singapore's Internet advertising market is growing.
Total Internet advertising revenue is forecast to grow from US$162 million (S$214 million) last year to US$264 million in 2018.
The report describes Singapore as one of the most digitally advanced markets on the planet, with many ad companies basing their Asian regional offices here.
And bloggers will be among those hawking products for cash.
But it's a growing marketing pie that is difficult to regulate.
The great Instagram purge shows followers can be bought and numbers, manipulated.
So who to believe?
Stick to that old marketing advisory - caveat emptor (buyers beware).
And if that fails, remember: Don't believe everything you read online.
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