{"id":1932,"date":"2017-07-23T20:47:18","date_gmt":"2017-07-24T02:47:18","guid":{"rendered":"http:\/\/ebersolemedia.com\/blog\/?p=1932"},"modified":"2017-07-23T20:47:18","modified_gmt":"2017-07-24T02:47:18","slug":"influencer-marketing-its-not-just-for-celebrities-anymore","status":"publish","type":"post","link":"https:\/\/ebersolemedia.com\/blog\/influencer-marketing-its-not-just-for-celebrities-anymore\/","title":{"rendered":"Influencer Marketing: It&#8217;s Not Just for Celebrities Anymore"},"content":{"rendered":"<p>It used to be that you had to be a bonafide celebrity to land a celebrity endorsement deal. Win a gold medal, release a gold album, or star in a blockbuster movie and advertisers would line up asking you to pitch their products. The association principle of advertising works by associating a brand, product, or service with an intangible, but desirable, positive attribute. And celebrity status is a particularly attractive association that many brands crave.<\/p>\n<p>Things have changed. Celebrity endorsements have given way to influence marketing. If you have influence, no matter how you&#8217;ve earned it, you can cash that in for&#8230;well, cash. You&#8217;ve got thousands reading your [insert hobby here] blog on a daily or weekly basis? &#8230;great, how about mentioning our brand and we&#8217;ll send you some free product. \u00a0One hundred thousand subscribers to your beauty secrets YouTube channel? Fantastic&#8230;how&#8217;d you like to represent our product line for a nice monthly salary? A million or so followers on Twitter? We need to talk!<\/p>\n<p>The reason why this is such a thing is because of the power and reach of social media. At the same time, traditional advertising has been suffering from shrinking audiences and diminishing credibility. We&#8217;re more likely to believe a friend&#8217;s recommendation than an advertising pitch-man&#8217;s exaggerated promises. Word of mouth (or online word of &#8220;mouse&#8221;) is where it&#8217;s at. This graphic is from an informative post by Aaron Orendorff on the Mashable <a href=\"http:\/\/mashable.com\/2017\/07\/21\/evolution-of-the-influencer\/#bi.nsZ3j0Squ\" target=\"_blank\" rel=\"noopener\">website<\/a>.<\/p>\n<p><a href=\"http:\/\/ebersolemedia.com\/blog\/wp-content\/uploads\/2017\/07\/SSMAdv.png\"><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-1939 size-full\" src=\"http:\/\/ebersolemedia.com\/blog\/wp-content\/uploads\/2017\/07\/SSMAdv.png\" alt=\"\" width=\"669\" height=\"415\" srcset=\"https:\/\/ebersolemedia.com\/blog\/wp-content\/uploads\/2017\/07\/SSMAdv.png 669w, https:\/\/ebersolemedia.com\/blog\/wp-content\/uploads\/2017\/07\/SSMAdv-300x186.png 300w\" sizes=\"auto, (max-width: 669px) 100vw, 669px\" \/><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>The title of this blog suggests that this new form of marketing is not just for celebrities anymore. Maybe the point is that the barrier to becoming a celebrity is much lower in this digital, social-mediated landscape. However, if you want to play, you need to know the rules. The Federal Trade Commission (FTC) recently published <a href=\"https:\/\/www.ftc.gov\/tips-advice\/business-center\/guidance\/ftcs-endorsement-guides-what-people-are-asking\" target=\"_blank\" rel=\"noopener\">guidelines<\/a> governing endorsement deals and has been cracking down on influencers engaging in unethical behavior.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It used to be that you had to be a bonafide celebrity to land a celebrity endorsement deal. Win a gold medal, release a gold album, or star in a blockbuster movie and advertisers would line up asking you to pitch their products. The association principle of advertising works by associating a brand, product, or &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/ebersolemedia.com\/blog\/influencer-marketing-its-not-just-for-celebrities-anymore\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Influencer Marketing: It&#8217;s Not Just for Celebrities Anymore&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,16,24],"tags":[],"class_list":["post-1932","post","type-post","status-publish","format-standard","hentry","category-advertising","category-new-media","category-social-media"],"_links":{"self":[{"href":"https:\/\/ebersolemedia.com\/blog\/wp-json\/wp\/v2\/posts\/1932","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ebersolemedia.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ebersolemedia.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ebersolemedia.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/ebersolemedia.com\/blog\/wp-json\/wp\/v2\/comments?post=1932"}],"version-history":[{"count":9,"href":"https:\/\/ebersolemedia.com\/blog\/wp-json\/wp\/v2\/posts\/1932\/revisions"}],"predecessor-version":[{"id":1943,"href":"https:\/\/ebersolemedia.com\/blog\/wp-json\/wp\/v2\/posts\/1932\/revisions\/1943"}],"wp:attachment":[{"href":"https:\/\/ebersolemedia.com\/blog\/wp-json\/wp\/v2\/media?parent=1932"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ebersolemedia.com\/blog\/wp-json\/wp\/v2\/categories?post=1932"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ebersolemedia.com\/blog\/wp-json\/wp\/v2\/tags?post=1932"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}