Marketing Under the Influence: Social Media Superstars as a Marketing Channel

Influencer marketing is on a growth tear. Not only is it the fastest growing online customer acquisition method, but it’s also the most cost effective on average, earning marketers $6.50 worth of promotional activity for every dollar they spend. However, the relative immaturity of the influencer-marketing ecosystem has caused headaches for influencers and marketers alike, leading us to explore this new and at times fraught relationship between social media superstars and advertisers. For the uninitiated, influencer marketing is the use of social media personalities (think Pewdiepie or Michelle Phan) to use, endorse, or otherwise plug products and services. It’s the social Internet’s answer to celebrity endorsements, but with a millennial-focused emphasis on authenticity and subject-matter expertise. The problem is that..

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