One-third of brands do not use influencers. But ignoring these entrepreneurs is a mistake
Save time by listening to our audio articles as you multitaskThe use of personal endorsements used to be about harnessing existing celebrity power. Elizabeth Taylor touted Colgate-Palmolive’s shampoo in the 1950s, and Michael Jordan’s deal in 1984 with Nike revolutionised both basketball and branding. Influencers turn the logic on its head: selling things helps make them more famous.
Their staying power suggests that they add value in several ways. They can save money: Elon Musk is an honorary influencer whose raucous online presence lets Tesla do without any conventional advertising . Influencers’ networks reach new audiences, particularly younger shoppers. Global brands can localise their appeal by cutting deals with them. In China local shopping festivals and style sensibilities matter, so transplanting marketing campaigns from the West does not work.
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