Lim explains: “In the past, there was a clear distinction: an influencer is not a celebrity. But now, that distinction is starting to blur a little. People also expect a certain level of responsibility from influencers, [with respect to] what they do and say.” In fact, influencer marketing has become a key part of the marketing efforts of many brands today.
“Brands have tightened their spending during the pandemic and are looking for what we call alternate marketing solutions. While influencer marketing has become a mainstay, it’s always going to be known as an alternate solution, against other mainstays such as billboards, television, radio, Google and Facebook,” shares Lim. Furthermore, in the past two years, people have spent more time discovering content on various platforms such as YouTube, Facebook, Instagram and TikTok.
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