Brands have long recognized the power of celebrities to influence the buying decisions of consumers. But the advent of reality TV, followed by the creation and growth of social media networks, have given rise to an entirely new breed of individuals that expanded, and in some ways transcended, the definition of celebrity. This new breed of individuals has become known as “influencers,” and as their measurable popularity and influence grew, brands quickly lined up to incorporate them into targeted marketing campaigns. This became known as influencer marketing.
