Celebrity endorsements have been generating great results in terms of marketing campaigns and brand communications. However, everything has changed.
Marketers running celebrity endorsement campaigns now should change their strategies and tactics as there is a new sheriff in town - the Social Influencers. They are YouTube, Facebook, Snapchat and Instagram born and bred individuals who have crowds of fully engaged followers and fans.
And finally there is some data that backs up their influence. As the recent survey indicates, the Social Influencers now have a bigger impact than celebrities.
A survey of 500 PR and marketing professionals by the app Takumi, which connects social influencers to brands, found that 82% were using influencers in one form or another.
Of these respondents, 38% said they were using social media influencers, and 21% working with bloggers.