Scripted, mass-produced influencer marketing has sent the internet spiraling toward a dystopian era of “loser-generated content.” Plus, we share key insights from eTail West, a sneak peek into Future Commerce’s Word of Mouth Index with Fairing, and dissect some disturbing internet finds of the week.The End of the World As We Know It

Key takeaways:

[04:00] Lemon Balm Tea’s influencer campaign: Meanwhile, on TikTok, a scripted ad for Lemon Balm Tea sparks hundreds of fake testimonials. How many “highest-paid nutritionists” can there really be?
[14:00] Old men yell at the Cloud: Is the internet dead? TikTok, Twitter, and even LinkedIn algorithms are riddled with bots and unchecked scripted influencer marketing.
[32:00] The Word of Mouth Index: FC+ and Fairing collaborate on a one-of-a-kind index – available to all FC+ members now.
[33:00] eTail recap: Future Commerce’s seven sessions included a keynote from Phillip on time capsules and what they represent for commerce and culture. Brian closed out eTail with three sessions in a row on ___
[35:00] Overheard at eTail: A lot of concern around tariffs, anticipation for Target’s earnings (not looking good), and other fears around national commerce.
[45:00] Obvi’s viral organic ad: An Arcads.ai employee brags about the efficacy of a recent Obvi TikTok marketing a weight loss supplement. The 14.1-million view video likely drove over five figures of revenue, but critics claim a lack of legality and raise an important question about AI marketing regulation.
“It’s the grossest way to market.” – Brian
“Social is bought and paid for and sold.” – Brian
“The greatest reach I’ve had on Twitter happened when I left a benign comment on Kieran Culkin’s Oscar speech and thirty people made fun of me.” – Phillip
“Cultural production is downstream of commerce and commerce-driven social discourse happening on the internet.” – Phillip
“There are two ways people pay attention to things: If they’re funny or if they’re hot.” – Brian

In-Show Mentions:

Insiders: Alex Greifeld’s The End of Outside
Order your copy of LORE
Steph Liu on X
Word of Mouth Index - designed in partnership with Fairing
Barry Hott on X

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