In an effort to create successful social campaigns, more and more brands are aligning themselves with social media influencers, boosting the fortunes of consumers-turned-digital celebrities in the process.
But are brands setting the stage for an influencer marketing implosion?
The story of Essena O’Neill, a popular 18 year-old influencer from Australia, raises numerous questions that brands may have to grapple with sooner than they expect.
O’Neill, who had well over half a million followers across Instagram, Snapchat, Tumblr and YouTube, has created headlines by shuttering her social accounts and revealing some unpleasant truths about her life as a social media celebrity…
Has Essena O’Neill signalled the end of influencer marketing?
