Hostelworld’s ‘Even Divas are Believers’ campaign is fronted by unlikely celebrity influencer Mariah Carey. It continues the trend of brands pushing through influencer fatigue by playing with the conventions of this marketing strategy – all while demonstrating that going budget can be beautiful.

Trolls are near-omnipresent across social media platforms and forums, purposefully seeking to derail how people and brands communicate online. Yet while these interactions are usually seen as malicious, how can brands use trolling tactics to create a unique voice and win over the public?

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.

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?