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If you Google the phrase “influencers are,” you get these descriptors: dead, stupid, annoying, gross, losing their influence. And those are some of the more diplomatic responses to that popular open-ended search.
So why should brand marketers continue working with self-styled digital tastemakers and trendsetters?
“Consumer sentiment has never been so negative,” said Amber Atherton, founder and CEO of Zyper, a company that helps connect brands to their die-hard fans. “The market is saturated, and trust is being eroded.”
The key is choosing the right influencers, sometimes those with sway over a relatively small number of people in their immediate social circles, since 83% of consumers trust recommendations from family and friends more than any other form of advertising, according to Nielsen stats.
That
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