The Pros and Cons of Picking an Influencer to Represent Your Brand

It needs to be a careful selection process

When picking an influencer to work with, brands need to make sure they're a right fit and that they haven't had past missteps. Getty Images

Digital media has birthed the era of the direct-to-consumer celebrity. In the same way that disruptor brands like Casper, Away and Glossier have subverted the traditional retail model to go consumer-direct, personalities have taken the same path by bypassing media companies to reach their audience through the platforms themselves.

@tobyd Toby Daniels is CEO of Crowdcentric and the founder of Social Media Week.