Gritty is much more than the mascot for the Philadelphia Flyers. The seven-foot-tall, googly-eyed orange monster has come to embody everyone from blue-collar workers to social justice warriors, with the power of memes making him a relatable figure for web users the world over.

Previously seen as more open and honest than celebs, social media influencers are now viewed with a degree of scepticism. As people wise up to the often contrived nature of branded posts, the lack of transparency, and culture of ruthless monetisation, many are seeking out down-to-earth figures with whom they can identify.

Celeb endorsements have lost some of their power in the social media era, but what makes bloggers, vloggers, and self-styled fashionistas so effective as spokespeople? Canvas8 talked to Alexander Schouten, assistant professor at Tilburg University, about how influencers convince people to buy.

Amid growing distrust of online influencers, ‘authentic’ virtual stars are showing signs of taking their place. Testing the waters in this space, The Drum has created a character named Floresta to show how computer-generated personalities can be used as a force for good.