Brands' Next Big Celebrity Deals May Be With Social Media Stars

But how long will they last?

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Marketers have long been paying social media stars to crank out branded photos, videos and tweets, and now, some of those personalities are gaining celebrity status thanks to their brand affiliations. Newly released data shows that influencers are successfully boosting engagement—and some of these social media mavens may be sticking around for the long haul.

For its December holiday campaign, Dick's Sporting Goods partnered with about a dozen popular social media users to create daily branded content, promoting everything from coats to kayaks.

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