EP 413: The Economics of Getting (And Paying) Attention: Part 2
What Works
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The Importance of Audience Power
Influencers create media, most often images and videos, that then produce audiences. Brands pay for access to those audiences; they're not paying for the post itself. Media scholars Alison Hearn and Stephanie Schoenhoff dub this style of work promotional post-fortism. While traditional advertising has become a less reliable means of purchasing audience power, influencer marketing promises a more reliable opportunity.
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