Influencers, as they are known, are often cheaper than traditional celebrities and tap into elusive audiences by speaking directly to them. “They’re not coming to the table thinking about how a brand is going to react to their behavior,” she said. “Most brands, when they’re investing a certain level of money in people, they’re doing full background checks, they’re working with P.R. “There is really a microscope now on brands’ values and value messaging because of the political state of the world right now,” she said. Like other so-called multichannel networks, Maker functions largely in a back-of-house role, handling functions like marketing, sales and analytics.

Source: New York Times February 19, 2017 21:45 UTC