COMMENTARY: Influencer marketing is something every media pro must know

THE LAST YEAR HAS BEEN transformative for influencer marketing, with new companies popping up, countless conferences, and everyone with a smartphone trying to become the next YouTube star.Although social content creators are not a new thing, the money entering the space has made it a very real business. Brands like Revlon and Adidas have been making a lot of noise on the influencer stage, investing in these personalities with splashy campaigns. And there is data to validate their efforts: As far back as 2015, studies were showing that digital celebs were more influential among teenage audiences than mainstream celebs.In a recent...