個案資料

Social media influencers have been at the peak of pop culture for the past few years, everyday people suddenly becoming celebrities and influencers for Millennials and Generation Z. Calling themselves creators, influencers now exist in every industry and have widespread, highly engaged followings; many companies are eager to work with them to build their brands. This text offers an overview of influencer marketing, focusing on collaboration between organizations and influencers. Brand managers, agency professionals, new influencers, and students will particularly benefit from this book, gaining practical advice and learning from examples in areas such as the Creator Economy, typology of influencers, and considerations for campaign design. A valuable introduction to the influencer marketing ecosystem and the influencer marketing relationships framework, Celebrity 2.0 shows how content marketing, native advertising, and influencer marketing can effectively come together. Chapter 2 begins with three stories: the creator as content developer, the creator as influencer, and the creator as entrepreneur. The Creator Economy is the growing group of businesses centered around independent content creators, including social media influencers, bloggers, and podcasters; this ultimately gives creators more power and audiences more choice. Several trends that led to the Creator Economy are outlined. In terms of monetization for creators, an audience needs to be built first, and it needs to be understood that not all audience members are the same in their willingness to spend money. Examples of successful influencers are given, and different types of creators, such as YouTube creators and web content creators, are described. One of the primary strengths of creators is their connections with everyday audiences.

• Advertising strategy
• Marketing strategy
• Digital marketing
• Marketing
• Social media
• Advertising media
• Advertising