Celebrities have always been playing a crucial role in advertising. Millions of fans want to copy their idols and spend loads of money on cosmetics, clothes, services that famous movie stars or music stars promote.
However, with the developing social media, the consumer consciously or unconsciously has become an experienced specialist in social marketing and has learned to analyze it.
Consumers realize that celebrities sell their services to various brands and instantly change their loyalty.
With the development of information technology and social networks, another type of influencers has emerged. They are ordinary people, like many of us, and seem more reliable, for instance, bloggers, TikTokers, YouTubers, Instagrammers.
They have dethroned celebrities and some of them have a huge audience. They enjoy great trust of millions of their subscribers and followers.