Using influencers is a great way for brands to reach their targeted audience on social media without using excessive pop-up ads. However new forms of any medium bring new obstacles.
One obstacle would be that influencers are people and that their behavior and social engagement is uncontrollable. Anything that they say, tweet, hashtag, post, etc. all of a sudden becomes associated with the brands that they represent. Another problem would be that they often pull followers of all kinds—not necessarily just the group that a brand may want to…read more >