Rethinking celebrity: Defining the new ROI in the age of influence

The rise of social media platforms and growth of smartphones has transformed the influence of traditional celebrities, with Media Monks’ Kryse Ynieto saying this requires a change in the way ROI, or return on investment, is measured.

In the world of marketing, the celebrity was once an unassailable force. But the rise of social media platforms, TikTok in particular, and the ubiquity of mobile phones have transformed our perception of fame. We've transitioned from a singular spotlight to a stage where everyone has the potential to unleash their #maincharacterenergy. Now, it's not so much about the “who” but the “what” and “how” they can influence.

This shift is particularly evident among the younger demographics. A study by Vice found that less than a quarter of APAC youth attach their identity to brands, with a mere 16% influenced...

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