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Traditional marketing certainly has its place in business, but more and more, companies are allotting for spend on influencer marketing, the term applied to working with social media influencers to promote a product or service to their typically highly engaged audience base.
“It’s massive; it’s a global phenomenon,” says Searsha Sadek, head of brand partners and human sciences at ProQuo AI. She notes that she has seen clients spend more on influencer marketing than they previously had because of how rewarding it can be for the brands that do it, though she says it’s still a minority of brands that prioritize influencer marketing over traditional marketing strategies. “When you’re buying an influencer, you’re not just buying media. So, you’re buying access to their audience, which is often one that your brand can’t get to on its own, which is really important…You’re also collaborating from a brand equity point of v
Mark Lennihan / POOL / AFP Uncovering and explaining how our digital world is changing and changing us.
On Monday morning, the first person in the United States received a dose of the Pfizer/BioNTech Covid-19 vaccine. Now images of Sandra Lindsay, a nurse at Long Island Jewish Medical Center in Queens, are going viral. But over the coming weeks and months, she’ll be far from the only person showing up in social media feeds getting inoculated.
At the dawn of the pandemic, celebrities and influencers flooded our feeds with content urging us to take preventive measures, like hand-washing, social distancing, and mask-wearing. That wasn’t a coincidence: Public health leaders and campaigns strategically encouraged and recruited those with large online followings to use their platforms for good.