In February 2018, Snap Inc. lost $1.3 billion in market value. That same week, Kylie Jenner expressed her disdain for the app's redesign in a viral tweet. The incident highlights how brands must be aware of how big influencers view their brand and work to be responsive to them.

People are increasingly unsure if they can trust influencers – but Universal Orlando is resisting this shift. By letting teen internet personalities tell its story the way they want to, it’s demonstrating the power influencers can have when brands are brave enough relinquish control.

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?

Millions of people share photos of themselves on social media every day, but the kind of pictures they post on Instagram rarely match those on Snapchat. Canvas8 spoke to marketing professors Alexa Fox and Pom Nakhata to understand how people use selfies and what it means for brands.