Influencer marketing once referred to an Instagram power user featuring products in posts resulting in native promotional content. It was a cheaper and more authentic-feeling alternative to celebrity endorsements and paid social ads.
But the line between influencer, content creator, and celebrity is blurring. Social media platforms are marrying sponsored posts with paid ads. In fact, many creators have become media channels themselves. With the creator landscape constantly evolving, there are a range of ways marketers can leverage this $5.14 billion US market.
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