Why brands are ditching celebs for influencers

People are increasingly turning to influencers for their purchasing decisions, rendering the old playbook on celebrity endorsements obsolete.

The balance of power between celebrities and influencers is shifting. Celebrities have long been used by brands to drive awareness and shape consumer opinions given their profile and popularity. Celebrity images are highly crafted and resilient, and their popularity creates a wave of mass reach that is easy for brands to ride. But the fast-growing...