"While some influencers maintain journalistic integrity, the lack of traditional media gatekeeping raises concerns about accuracy and accountability. The shift toward influencer marketing coincides with a decline in traditional newsroom employment and challenges in monetizing online news. The long-term effectiveness of influencer marketing for automotive sales remains uncertain, as it primarily focuses on brand awareness rather than direct sales. On April 30, Maddison Lynn Collinge, a Detroit native living in Los Angeles, posted a lifestyle video on her Instagram account."
"Detroit automakers Ford Motor Co. and General Motors are among brands who have recalibrated their communications strategies in recent years to focus on influencers - whose short-form video content draws millions of views on social media sites - to get their product messages to more consumers. The strategy commands a larger segment of automaker advertising budgets and communication strategies today - more than car buyers may realize."
Influencer partnerships are replacing some traditional journalist access to automaker product experiences. Brands like Chevrolet, Ford and General Motors now emphasize short-form influencer content to amplify product messages and reach more consumers. The shift coincides with declining newsroom employment and ongoing struggles to monetize online news. Influencer marketing tends to drive brand awareness rather than direct purchases, leaving long-term sales effectiveness uncertain. Some influencers maintain journalistic standards, but reduced gatekeeping raises accuracy and accountability concerns. Not all creators work for free, and automaker influencer arrangements occupy a growing share of advertising and communications budgets.
Read at USA TODAY
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