Can Influencer Marketing actually cut through the noise?

It’s very noisy out there in the digital sphere. With 547.200 Tweets, 123.060 posts on Instagram and 2.780.000 video views per minute the internet is crowded, noisy and busy. This massive content had a huge growth with the emergence of Web 2.0 and an even bigger growth with the increase in Social Media platforms. 

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The successful use of consumer-generated advertising in content marketing Revealing the secret formula of GoPro

“People remember 20% of what they hear, 30% of what they see and 70% of what they see and hear” (Knight, 2013). When it is the case of reaching the next stage of content marketing, video is the buzzword of user-generated advertising (Trimble, 2014). With the emergence of free video-hosting platforms such as YouTube, individual consumers can create content about the companies and brands they love, dislike, or just want to comment on (Campbell et al. 2011). As a consequence advertising cannot be fully controlled by marketers resulting in a shift in power from the marketer to the consumer (Labrecquea, 2013).

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