This quote from the blog is spot on: "As journalist Laura Jane Williams puts it: “For me, the cornerstone of every upload is that it must inform or entertain. I call that “value for follow”, because informing or entertaining means you are giving something to your community. If you’re gifted a new kitchen, there should be a way to make your gift of value to the community you’ve grown – after all, it’s been gifted because of them. Get them a discount code or opportunity to win as part of the gift and explain what you chose to spend time and focus on, or where you thought it was okay to cut corners or how you decided to allocate budget. It takes four times as long to craft content that does this, but when it is literally your job, that should be a non-issue.”"
The problem is that almost all influencers have become way too lazy to do any of this, they have worked out that they can make (big) money by doing the bare minimum for their viewers.