Teenagers with modest Instagram followings are being targeted to promote products , as brands adopt a fresh approach to influencer marketing . Companies , such as Johnson & Johnson , are enlisting teens whose celebrity peers supposedly see as authentic , and who are creative , entrepreneurial or contributing in a positive way to their community . The company adopted the strategy for its Clean & Clear campaigns as a means of harnessing the potential of brands without the associated risks of fake followers or fake endorsements , which have dented public trust in many big - name Instagram brands .
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.