A evolução para a economia de influenciadores

Mais um exemplo a juntar ao rol que este blogue vem acumulando desde Março de 2007, para suportar a importância de trabalhar o ecossistema.

"Brands now shower Instagram stars with merchandise and feature a select few in their own marketing campaigns. Guerra said Target has an in-house marketing team devoted to scouting and recruiting influencers for campaigns.
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The ecosystem is still expanding, extending beyond the biggest names, with even “micro-influencers” targeted by brands for their often devoted followings. That term has a flexible definition; Bryanboy said his more-than 600,000 Instagram followers made him a micro-influencer compared to celebrities with millions of fans.
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“Early on for brands, it was about … how we translate our influence into sales,” Mason said. “Now when I’m working with brands, it’s not to sell products… It’s to change their way of approaching a customer or product.”
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In other words, influencers are no longer just peddling products directly from brands to their followers. They’re creating campaigns around a brand for a company and even creating their own brands, as Mason did.
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What matters, ultimately, is the credibility of the relationship between the brand or product and the influencer. The extent of his personal experience with brand partners, he said, “goes on from posting a picture on Instagram of me holding a bag to me creating a video of events around the world that they send me to.”
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“All of this creates an image of me integrating with these brands on a 360 level,” he said.
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Beyond creating content for brands, another driving force of the influencer economy is the consumer’s hunger for representation."

Trechos retirados de "The Evolution of the Influencer Economy"