Why Brands Might Want to Reconsider Upcoming Influencer Campaigns

New study suggests that the average consumer can spread the word just as well

a woman in an orange dress shrugging and holding her hand out while pointing a camera at herself
Research shows that pretty much anyone can help market a product for a brand. Getty Images

Ever since the rise of social media platforms, conventional marketing wisdom has held that things that go viral do so through a combination of several factors. There’s the novelty of the content, its ability to generate an emotional connection and the timing of the message, for example.

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@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.