Thank you to Forbes for referencing us in this great opens in a new windowarticle.
While the oldest opens in a new windowGen-Zers only recently graduated from college, they already wield an impressive opens in a new window$44 billion in purchasing power. When you consider the influence they have on their parents’ spending, research puts that figure at closer to $200 billion. Clearly, both new and established consumer brands need to gain the attention and respect of Generation-Z.
To achieve this, corporate marketers sometimes pay big bucks for influencers to review their products in a social media blitz. Digiday reports that one influencer post on Instagram will cost about $1,000 for every 100,000 followers, while a video endorsement on YouTube is double that. On Snapchat, where Gen-Zers are twice as likely as Millennials to be influenced to make a purchase, a 24-hour campaign can cost up to $30,000 for 100,000 views.
This technique may work for corporate brands with big budgets, but it directly contradicts the principles of effective personal branding.
Read the full article at opens in a new windowForbes.com.