Brands have long recognized the power of celebrities to influence the buying decisions of consumers. But the advent of reality TV, followed by the creation and growth of social media networks, have given rise to an entirely new breed of individuals that expanded, and in some ways transcended, the definition of celebrity. This new breed of individuals has become known as “influencers,” and as their measurable popularity and influence grew, brands quickly lined up to incorporate them into targeted marketing campaigns. This became known as influencer marketing.
How Livestream Shopping Channels The Power Of Influencer Marketing
Influencers fall into four categories — micro, mid-tier, macro and mega — based entirely on their number of verifiable social media followers. Historically, significant monetization opportunities for influencers were limited to those that fell into the macro (500,000 to 1 million followers) and the mega (1 million+ followers) categories, as brands with newly upsized social media marketing budgets focused solely on engaging those influencers that had the greatest reach, and especially those whose followers fit the demographic of the brand or its products.
How Livestream Shopping Channels The Power Of Influencer Marketing
Affiliate marketers were also quick to embrace influencers, who themselves were eager to identify new ways to monetize the base of followers they had carefully cultivated. Entirely new industries were created as a result — influencer marketing agencies sprung up to connect brands and products with influencers, and affiliate marketing companies developed platforms featuring curated products from a variety of different brands and manufacturers that could be made available to influencers who met certain criteria.
How Livestream Shopping Channels The Power Of Influencer Marketing
The most important criterion was the size of the influencer’s base of followers. If selected, the influencer would promote the products through social media posts in exchange for…
How Livestream Shopping Channels The Power Of Influencer Marketing
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How Livestream Shopping Channels The Power Of Influencer Marketing
How Livestream Shopping Channels The Power Of Influencer Marketing
How Livestream Shopping Channels The Power Of Influencer Marketing
