Influencer “Minor Leagues” – Celebrity Over Authority
Matt interviews Mark Schaefer about his recent article, "Emphasis on celebrity over authority is blowing up influencer strategy." Mark explains how influencers are made up of the top tier of celebrities, then the next tier of authorities or content experts. Finally, the "minor leagues" which is made up of aspiring influencers. However, aspiring influencers are adept at curating their celebrity, but not their expertise or authority in any specific content. Will this limit their commercial viability or the ability of an advertiser to find a relevant partner?
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Matt interviews Mark Schaefer about his recent article, “Emphasis on celebrity over authority is blowing up influencer strategy.”
Mark explains how influencers are made up of the top tier of celebrities, then the next tier of authorities or content experts. Finally, the “minor leagues” which is made up of aspiring influencers.
However, aspiring influencers are adept at curating their celebrity, but not their expertise or authority in any specific content.Will this limit their commercial viability or the ability of an advertiser to find a relevant partner?
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