Under the influence
The rise of professional influencers
Microbloggers and social media celebs have taken the traditional endorsement industry by storm
With the rise and rise of social media, a new, powerful group of social "influencers" have emerged. Initially, companies saw the potential in taking the established practice of celebrity endorsement into the social media space, but soon the "regular Joes and Janes" with a blogging or microblogging presence began competing with the celebs. These professional influencers are now major players, and the spend being redirected in their direction — especially in developed markets like the US — is significant. According to one estimate from digital research firm eMarketer, the global spend on "influencer marketing" on Instagram alone last year was US$570m. So what’s driving the influencer economy and how does it work? One contributing factor is the popularity and acceptance of the native content or native advertising form. This includes old(er)-school methods like advertorials placed in traditional and online media, and covers paid-for content in the style of the editorial content in which...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.