As consumers, it’s no shock that celebrities are paid to endorse products. They can feature in a perfume ad, turn up at a product launch, or provide the voiceover for a box of cereal – and no one is under the impression that they did that just because they fancied it.
There are now very few brands that aren’t working with influencers in some capacity. In fact, according to recent research just 18% aren’t.
For those of us who don’t watch YouTube content daily, the enormous subscriber numbers a lot of them command can actually make you jump.