How on earth do they work? I realize this is only one step away from asking "Who is Johnny Depp?" but bear with me as I attempt to enlighten my particular cavern of ignorance.
The cause of my puzzlement is 'Mrs Hinch', an Instagram influencer currently being investigated by the Advertising Standards Authority* for failing to disclose that some of her influential endorsements were actually paid for by Proctor & Gamble. That all makes sense, bar the slight surprise that the ASA appear to taking some action, but what I don't understand is how her influencing gets found. If it were fashion or just an area in which fashion plays a big role, or any sort of comparison purchase, it would make sense to me. I can see it working very well with bikes and cycling products. Search for "best bikes for audax" and find, say, "Mr Pumpy's audaxing YouTube channel" with reviews of bikes, lights, bib shorts (with pad odour retention test), tyres and so on. Sponsored by Trek and Assos, while "Arabella's Amazing Audax Adventures" are sponsored by Specialized and Marmite. Or whatever. All clear.
But who the hell googles for reviews of Flash and Febreze? This is what baffles me. Still, the only thing I know is that I know nothing and others know even less. So, explain and enlighten...
*What, still an authority rather than an agency?
Cudzoziemiec Postings Inc currently sponsored by Tetley tea, Duerr's marmalade and stilton. Others sources of balderdash and horsefeathers may be available.