BY: Nancy Trent
Not so long ago, companies who wanted to sell their products hired authentic experts in the actual field they were trying to promote—authority figures, frequently acclaimed researchers or authors with advanced academic or medical degrees, who seemed incorruptible, ethical and thoroughly reliable. These experts possessed a high degree of credibility, and their own notoriety rubbed off on the brands they endorsed either blatantly or subtly. They were, and many still are, powerful influencers of human behavior.
The explosive growth of social media has brought about a revolution and those dependable credentialed “spokespersons” have been joined by a chorus of independent voices without traditional credentials whose power is consistent with their social media numbers. Called “influencers,” their power is traceable to the number and influence of their followers.
There are different categories of influencers but none of them have the reach and media appeal of celebrities. To look as good as possible, stars are often very involved in their health.
