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http://www.theguardian.com/media-network/2015/feb/18/social-media-brand-content-influencers-youtube-vine-instagram

Embrace social media stars, they can work wonders for your brand



This article is about how celebrities or the most popular people on social media sites can help attract more consumers and could be the new faces of their brands.

• Brands have been cottoning on to the power of branded content for some time now. But newer on the scene is content that is co-created by brands and influencers.
• The best way for brands to get involved with an influencer is when they are co-creating content. Influencers help a brand relate to their audience’s interests on a more personable level.
• But while many brands think that the only way to get into content is through funny videos, this isn’t the only way to connect to an audience. For example EE partnered with YouTubers Dan and Phil to create a bespoke Sim-only package for new customers.

As branding is really important they need the right faces to attract certain audiences such as stars people know and love.