Social Media Marketers: 3 Action Items to Improve Your Influencer Marketing Campaign
As a social media marketer, it is important to work with influencers on authentic content creation and storytelling for brands. As a graduate student in the Integrated Marketing Communications program at Northwestern University, I have found two articles which have addressed the essence of genuine influencers and the difference between influencer marketing and celebrity endorsement. Stop Calling The Use Of Celebrities “Influencer Marketing” by Amy Callahan at HuffPost , presents that although influencer marketing grew out of celebrity endorsement, it is not all about celebrities. Callahan defines the difference between celebrities and influencers: celebrities own millions of followers but little engagement; while influencers have closer relationships with their small groups of followers, since they build their following by choosing a niche they are passionate about and sharing their thoughts. Especially, she emphasizes the power of micro-influencers, who command de...