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No one connects with an influencer’s audience better than that influencer.
For students of old-school marketing and advertising, it might seem odd to include someone who gained 20,000 TikTok followers by posting cat videos as part of a marketing campaign. But no one else reaches those 20,000 followers in that way, and about that topic, like that influencer. For those 20,000 people, no one else has that exact level or type of credibility.
Back when The Tonight Show Starring Johnny Carson averaged 6 million viewers a night, it made sense for advertisers to pay top dollar for a singularly popular platform.
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