Brands are shying away from big YouTubers like Logan Paul, and here\u2019s why ABC NewsAccording to \u2018Influential\u2019 CEO Ryan Detert, brands are seeking smaller influencers to market their products, choosing to shy away from big-name internet celebs like Logan Paul and PewDiePie. In an interview with Wired, Detert revealed that metrics and data suggest that companies should work with multiple, \u201crelevant\u201d influencers to advertise their wares, rather than banking on a single star who could potentially ruin their image (a la Logan Paul\u2019s suicide forest scandal). \u201c\u2026at the same time\u2026 brands started asking themselves \u2018Why would I pick one big name that\u2019s going to screw me over a few months down the line?\u2019\u201d Detert stated. \u201cIt\u2019s now jumped to the point where literally every kind of brand\u2026 has embraced the idea of working with more influencers of smaller size.\u201d https:\/\/2ctptqj9vf3lafyt2rkh1qto-wpengine.netdna-ssl.com\/wp-content\/uploads\/2018\/02\/loganpaul-1.jpg Wired went on to state that brands now choose influencers from a series of categories dependant on their following, including macro influencers, micro influencers, and nano influencers. Additionally, \u2018Tongal\u2019 president James DeJulio held that using smaller influencers helps promotions to feel more \u201cauthentic,\u201d rather than forced. \u201cIt\u2019s like buying something from your local hardware store,\u201d DeJulio claimed. https:\/\/www.gq.com\/story\/logan-paul-comeback-video Furthermore, brands have found that working with smaller influencers is generally easier than wrangling big-name stars, according to a source Wired cited as \u2018Lennon.\u2019 \u201cMicro influencers are also willing to do more for less and deliver on more of the asks than larger names,\u201d Lennon claimed. While the likes of Logan Paul and PewDiePie continue to flourish despite their past controversies, it looks like brands aren\u2019t willing to shoulder the potential risk, and are moving on to smaller pastures instead.<\/p>\n","protected":false},"excerpt":{"rendered":"
Brands are shying away from big YouTubers like Logan Paul, and here\u2019s why ABC NewsAccording to \u2018Influential\u2019 CEO Ryan Detert, brands are seeking smaller influencers to market their products, choosing to shy away from big-name internet celebs like Logan Paul and PewDiePie. In an interview with Wired, Detert revealed that metrics and data suggest that […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-45166","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/posts\/45166","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/comments?post=45166"}],"version-history":[{"count":0,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/posts\/45166\/revisions"}],"wp:attachment":[{"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/media?parent=45166"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/categories?post=45166"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dejan.au\/index.php\/wp-json\/wp\/v2\/tags?post=45166"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}