In the news: Under the influence: Finding the right influencer for your brand

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Bloggers, vloggers and online influencers are becoming a staple of the toy and brand marketing scene. But with so many names emerging Lisa Carter, co-organiser of FunFest, talks us through the importance of finding the right one.

The blogging and influencer sector has come under close scrutiny of late, most notably due to the actions of Swedish video games YouTuber Felix Kjellberg, aka PewDiePie.

The former Golden Boy of social media was dropped by YouTube and Disney earlier this year, following anti-Semitic comments in videos, causing waves of concern about how marketers work with influencers, and what impact maverick content can have on a brand’s values.

Certainly, brands need to have an understanding of how the relationship with influencers works; it’s not as simple as finding one with the biggest reach.

Working with influencers is one of the most cost-effective and powerful forms of marketing, particularly where brands are targeting young people; they are more likely to reach those consumers via YouTube than through traditional TV advertising.

You can read the full article over at ToyNews.

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