Brand partnerships or spokesmodels aren’t a new concept in marketing, but thanks to the rise of social media, what defines famous is much more subjective in the digital age. A gig economy has been born out of internet fame, full of online celebrities with devoted followings. And they’re turning their lifestyles into a marketing vehicle not only for their personal brands, but for the companies hiring them.
One platform with a hearty representation of these social entrepreneurs is Instagram, where those with followers in the six figures request big bucks for one sponsored post. “It’s a platform now that you can’t really ignore, and I think brands are starting to realize that,” says Rosalin Anderson, chief branding officer for Just Salad. Its team looks for Instagram influencers that mesh with the brand, and works with them to create visuals that feel natural and authentic to share on both feeds. Here's what it's learned.