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?

When thinking of product placement, Beats headphones, Pizza Hut and cans of Coca-Cola are generally what come to mind. But what about a drug to treat a rare bone marrow disease? It may sound absurd, but US firm Incyte has paid to have its drug featured in the plot of a soap opera.

As brands turn to entertainment for engagement, and the entertainment industry looks to brands for financial backing, people’s tolerance for hackneyed product placement is understandably low. How is The Runner – a mobile-focused, interactive game show – attempting to resolve this issue?

EOS lip balm has become a cult hit, selling over 1,000 units per week at Selfridges in 2013 and being named the fourth most influential brand in the world for female Gen Yers. But how has a seemingly dull product spawned one of the most coveted and identifiable brands for women around the globe?