Teenagers with modest Instagram followings are being targeted to promote products, as brands seek a fresh approach to influencer marketing. Companies, such as Clean & Clear, 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 Johnson & Johnson 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.
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.