Promoting a brand used to involve paying a celebrity to endorse it. While this arrangement is still true to a degree, audiences are more interested in seeing their favorite social media superstar become a brand ambassador. No longer does a supermodel or celebrity hold interest like they once used to. You need the right influencer for your campaign.
Now, marketing strategies are more likely to use a social media star as the latest face of a brand or a cause. The reasoning behind this shift is fairly straightforward: Social media personalities have thousands and sometimes millions of people following them. Those social media personalities are known as influencers; and marketing efforts seek to harness their promotional power.