Influencer marketing and imaginative hedonism
With the rise of social media websites such as youtube and Instagram, a new group of celebrities called influencers have appeared. These people are characterized by their large social media followings, and often do not have other talents than being pretty or funny online. The rise of the influencer has not only caused a change in the media industry but also in advertising. Rather than going to a creative firm for advertising of their products, companies are contacting influencers for advertisements. This allows brands to target a more specific target audience than for example a television ad would, and also allows products to be introduced in a more natural setting (often as a part of a haul-video, in which the influencer shows which objects he or she has recently obtained, or as an unboxing video, in which the influencer opens the new product for the first time). Unlike traditional celebrities, influencers are often considered more like friends and build a more intimate trust with t...
