3 Ways to Determine if an Influencer’s Impact Is Real or Fake

It's sometimes hard to tell if followers are bought or genuine

Consumers often trust an influencer they follow versus a celebrity. Getty Images

Celebrity has been democratized. We are electing the future of entertainment every time we follow, subscribe, comment and share our favorite star’s social posts. This democratization has changed the very definition of celebrity. Over the last 200 years, since the inception of influencer marketing (well before there was a word for it), celebrity has evolved from royalty to real people, from perfect people we aspire to be to everyday people we see ourselves in.

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Mukta Chowdhary is director of creative strategy and insights at Fullscreen.