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The world of influencers evolved out of the world of blogging, which evolved out of the world of online journalism. As the evolution occurred, the vast majority of PR and communications people saw these emerging bloggers, vloggers and social media gurus as an extension of the earned media engagement they were already undertaking. While times have totally changed now, too many practitioners are still trying to treat influencers in the same way as journalists, despite their worlds looking and feeling totally different. The digital influencer community is an industry recognized form of entertainment. Influencer Marketing Hub released a 2017 study revealing influencer marketing to be the fastest-growing online customer acquisition method. These content creators know their audiences and make sure to align with brands that make sense for their channel. Having a product show up on their doorstep won’t get the desired result. There’s also the problem of budgeting: Namely, too many decision makers don’t really know what influencers should be paid and, thus, can’t come up with sensible numbers to allocate against influencer marketing spend. Brands that align with an agency that knows the influencer world and the cost of video integrations will take care of the uncertainty around identifying and working with the right influencers. Ultimately, it will be harder and harder to gain traction with influencers as they develop global success.
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