Primer

Why social media influencers are serious business

With the Internet, they have the clout to sway buyers, making them a key part of marketing

In an era where people get make-up tips, financial advice and recipes off the Internet, social media - a fundamental component of the virtual world - is no doubt a most powerful tool.

With the advent of the Internet and, consequently, social media platforms such as Instagram, TikTok, Twitter and YouTube, social media influencers are serious business.

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A version of this article appeared in the print edition of The Straits Times on April 06, 2020, with the headline 'Why social media influencers are serious business'. Print Edition | Subscribe