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  • Who has the most influence online?
  • Who has the most influence online?
    Leo Hidalgo, Creative Commons (2015) ©
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Why more followers doesn’t always mean more influence

Online influencers have shaped the way people interact with brands since the advent of social media, adding context to products outside of typical advertising channels. But the idea that more followers equate to more consumer sway is not always true. How exactly is influencer marketing evolving?

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When Arielle Charnas, creator of lifestyle blog SomethingNavy, posted a story about a face mask by Peter Thomas Roth on Snapchat, it drove sales of the product worth $17,565 in the following 24 hours. [1] Online influencers have been shaping the way people interact with brands since the advent of social media, adding layers of context to products outside of a brand’s traditional advertising channels.

But while the discussion around influencers is well-trodden ground, their role in the marketing landscape is ever-evolving. And influencers today aren’t always bloggers and vloggers, or even people actively attempting ...

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