So there is a new trend in advertising…one that goes beyond reaching target audiences through television screens and magazines pages. Nowadays, advertisers are reaching their audiences by turning to social medial stars! No longer are the celebrities making the big money for endorsing products, a regular guy with lots of followers can now have the opportunity to make six figures just by creating content about a brand/product to their followers!
So how does this happen? I mean how does a “social media star” find an opportunity to capitalize their fame on social media?? Well, just like how a super model gets a modeling job through their agency, a social media star is matched up with potential marketers and advertisers through a company called Niche. Niche can be described as a talent scout for social media stars. Once the match is made by Niche, content is produced by the user and published on Vine (owned by Twitter) or Instagram. Currently the company has around 3,000 social media accounts reaching around 500 million followers and works with roughly 70 brands (Home Depot, GE and Gap kids…etc).
There are some debate over this type of advertising, which they referred to as “native” advertising. Native advertising is one of the fastest growing types of advertising on mobile devices. The debate is over the concern whether the audiences are aware that the content is a paid content and not editorial content. I guess the question is, do you care if someone you follow is posting paid content?