Why Engagement Beats Reach for 'Celebrity' Influencers

Q&A with ZEFR co-founder Zach James.

We all know that reach and influence are very different things…and that social media/YouTube celebrities work differently than “traditionally” famous people.

A recent study by software maker ZEFR, however, went further. It found that not only do social media names often have follower counts to rival TV stars but that their endorsements might even be far more valuable for clients.

For example:

zefr

We spoke to ZEFR co-founder/co-CEO Zach James for more.

What was the inspiration behind this study? What were its most surprising findings?

We knew that these new social celebrities had close relationships with their fans, but we were curious to see how they stacked up against traditional celebrities.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in