Brands would rather work with YouTubers over traditional celebrity ambassadors says study
Brands are taking a fresh approach to choosing ambassadors to front their campaigns according to fresh research, which suggests that marketers are more interested in working with social influencers like YouTubers over traditional celebrities.
Eight in 10 industry professionals now work with influencers in some capacity, with social media creators the most popular among marketers, ahead of musicians, sports stars, actors and models.
38.3 per cent of PR and marketing experts said they worked with social media influencers on brand campaigns across platforms like YouTube, Facebook and Instagram, according to research from influencer network Takumi which quizzed 500 industry professionals on their Read full story ›
Source: The Drum
