Influencer Marketing: Old-School Rules Still Apply

Opinion: Influencers may be the future of marketing, but traditional marketing fundamentals still apply

Unless you’re having an e-tox (or you’re devoid of cell reception), you’ve probably witnessed a tremendous change in the way brands are allocating their marketing spend and teams, shifting significant budgets towards influencer campaigns.

Nineties “supers” such as Claudia Schiffer and Liz Hurley, who flashed their million-dollar smiles for cosmetic companies L’Oréal Paris and Estée Lauder, respectively, have been replaced by social media “celebrities”—regular people with engaged and loyal audiences addicted to their social accounts.

Cupcakes and Cashmere blogger Emily Schuman was one of the first of this new breed to sign a reported six-figure deal with Lauder in 2012.

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