Who's Influencing the Influencers

Description:

It is no secret that media consumption is moving from traditional outlets to digital platforms. Due to the popularity and reach of services like Instagram, Snapchat, YouTube and even a resurgent Twitter, brands are partnering with “influencers” to reach specific groups by harnessing the power and goodwill of the people on these platforms. Influencers are passionate about their interests with a highly-engaged following, allowing them to shape and influence audience opinions. This creates issues are trustworthiness and credibility: When is the influencer an objective critic, and when is she a paid spokesperson? Unlike traditional media advertising like magazines and TV, it is more difficult to distinguish commercial from editorial messages leading to increased legal scrutiny and risk.