SXSW Interactive 2016

Celebs vs. Civilians: The Battle for Influence


While enlisting celebrities to drive social engagement has been a popular marketing tactic, the influence tides are shifting from a celebrity-driven to civilian-led effort, with consumers listening more to trusted friends’ recommendations than that of a paid celebrity promoter. Just look at CrossFit’s meteoric rise: its popularity was driven by personal recommendations from micro-influencers to their networks, not celebrity endorsements.
Stevens will argue that celebrities are no longer the holy grail of influence. It’s more impactful to have real people with influence sharing actual experiences. He’ll also address HOW to identify and engage with the right social influencers online.

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  1. Are celebrity influencers obsolete or are there ever reasons why I should enlist them?
  2. What facts do you have to support that I should be looking to micro-influencers to achieve my marketing goals rather than celebrities?
  3. How can I find the right micro-influencers online for my brand – isn’t it like looking for a needle in a haystack? Once I do find them, then what?


  • Lyle Stevens, co-founder and CEO, MAVRCK


Katie Sullivan, Account Dir, fama PR

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