Teenagers with modest Instagram followings are being targeted to promote products, as brands seek a fresh approach to influencer marketing. Companies, such as Johnson & Johnson, are enlisting teens whose voices peers supposedly see as authentic, and who are creative, entrepreneurial or contributing in a positive way to their community. The social media strategy is part of an effort by the company to build its brand beyond its traditional advertising business.
Teenagers with modest Instagram followings are being targeted to promote products, as brands seek a fresh approach to influencer marketing. Companies, such as Johnson & Johnson, are enlisting teens whose voices peers supposedly see as authentic, and who are creative, entrepreneurial or contributing in a positive way to their community. The firm adopted the strategy for its Clean & Clear brand as a means of harnessing the credibility of influencers without the associated risks of fake followers or fake endorsements, which have dented public trust in many big-name Instagram stars.