The Fall Of Social Media Influencers? Companies Turn To Their Own To Be Online Brand Ambassadors

Published: Thursday, October 4, 2018 - 12:46pm
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Last year, advertisers spent more money on digital advertising than television spots. And social media "influencers" on YouTube and Instagram are a big part of that.

These days influencers can make big bucks for a single post, and they can be just as important to a company’s brand as traditional advertising.

But, influencers have lost the trust of many advertisers and consumers lately by buying followers or failing to follow federal disclosure requirements about advertising, according to The Atlantic.

So some companies, like Macy’s, are turning to their own employees to be their online brand ambassadors. That company has created a team of employees to be part of its "Style Crew."

So, will this social media approach work in attracting younger and online consumers?

For more on that, The Show got a hold of Catherine Dunkin, a lecturer in management at the Olin Business School of Washington University of St. Louis.

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