The Influence of Social Influencers - Report

Influencers are increasingly finding their place in brand campaigns and are becoming more and more essential to building awareness and driving the success of product programs.
April 10, 2018

Influencing the Buy

What is an influencer?

As it turns out, it depends on who you are talking to.

For some, it’s a celebrity, for others, it’s anyone with a large following on a social platform and for others still, it’s an intangible. While the definition is fluid, the underlying truth is fairly firm: influencers are an important piece of the brand promotion puzzle, and their impact is becoming more and more essential to building any sort of brand or brand extension.

Today, YouTube creator collaborations have proven four times more effective at driving brand familiarity and two times more effective at driving brand affinity than integrations with traditional celebrities. (Source: Nielsen/Carat/Google YouTube Branded Video Study, May 2017)

YouTube defines an influencer as “an expert at all things video,” says Agnes Kozera, co-founder, Famebit by YouTube. Famebit, which was acquired by Google in 2016, is a marketplace that connects video influencers to marketers.

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