During Timothée Chalamet’s Dune: Part Two press tour, a question by UK reality TV star turned podcaster Sam Thompson went viral. 

The video, asking about on-screen friendships, got almost 9M views on X. 🤯

It also triggered a debate on influencers taking on journalistic roles.

👉 Yes, influencers are becoming journalists.

In my opinion, this viral moment offers some valuable lessons for influencer marketers.

Join me as I dig up some fresh insights.

Let’s roll. 👇

A power shift is brewing in the entertainment newsroom. 

Seasoned journalists, once the gatekeepers of information, are finding themselves elbowed aside by a new breed of “journalist.“

Who are these new journalists?

Celebrities and influencers with massive online followings.

But is bigger always better? 🤔

While influencers bring the allure of eyeballs and engagement, their lack of experience often translates to fluffy interviews and clickbait headlines. 

Critics argue that this “fast-food journalism” undermines the profession’s very essence—asking tough questions, uncovering truth, and fostering meaningful dialogue.

The Thompson-Chalamet interview perfectly exemplifies this engagement vs. integrity dilemma. 

While it garnered millions of views, it left many questioning the depth and seriousness of the conversation.

Here’s the crux of the issue: 👇

Can we bridge the gap between the reach of influencers and the credibility of journalists? 

The answer lies in finding a new equilibrium.

I see a future where influencers and journalists coexist, forming a harmonious orchestra of information dissemination.

Each group brings distinct strengths to the table.

Think: journalists with their expertise in crafting insightful narratives and adherence to ethical practices.

And influencers with their ability to connect with and engage specific audiences.

However, this potential symphony can easily turn into a cacophony if not managed with care and intention. 🥲

To benefit from this collaboration, brands must champion both reach and responsibility.

Here’s my pro tip: Don’t fall prey to the allure of empty clicks and fleeting trends. 

Instead, strive for meaningful engagement and lasting impact. 

To achieve this, consider these strategies:

🎯 Invest in content creation: 

Provide influencers with comprehensive briefing materials that outline the campaign goals, target audience, and brand messaging. This ensures alignment and avoids shallow, clickbait content.

🎯 Empower, not dictate: 

Instead of dictating specific questions, offer a list of suggested topics and discussion points that encourage thought-provoking conversations. This empowers influencers to use their unique voice and perspective while staying true to the campaign’s objectives.

🎯 Embrace transparency: 

Disclose any influencer partnerships and ensure content clearly distinguishes between sponsored information and independent opinions. This fosters trust and authenticity with audiences.

By fostering a collaborative environment that prioritises both reach and responsibility, brands can use the strengths of both influencers and journalists to create engaging and informative content that resonates with audiences while upholding journalistic integrity. 

This approach paves the way for a future where influencer journalism becomes a powerful tool for storytelling and brand building, not a detriment to credibility and journalistic principles.

The Chalamet controversy reminds us that as media evolves, so must our influencer strategies. 

Stay ahead of the curve by setting clear standards and providing the right resources to your influencers.

With smart partnerships, you can earn visibility while upholding integrity.