Social media has been in focus for many years, and contributing further to that fact are influencers, who are increasingly engaging in monetised collaborations with brands.
It is unquestionable that brands benefit from cooperation with influencers, but it is important for all such collaborations to be natural; for harmonisation to exist in terms of purpose, approach and communication method. If this is not the case, then the trust of the public is lost, which can harm both the brand and the influencer.
Traditional media and social media certainly aren’t mutually exclusive
Traditional media and social media certainly aren’t mutually exclusive. The perception of users, and the way both forms of media are consumed, differ completely, and they satisfy different needs of users, but traditional media will be forced to find new ways of generating revenue.