> In a traditional celebrity endorsement, the people promoting brands' products are well known and well represented and deliver a predictable result for the bus

> In a traditional celebrity endorsement, the people promoting brands' products are well known and well represented and deliver a predictable result for the businesses that hire them This sounds like a hit piece by "old" style influencers that lose to new style ones. Those celebrity endorsements and wasting money on sports simply does not work that well. Especially when you compare it to instagram endoresements and youtubers / streamers who can peove their numbers (assuming the numbers are not cooked). Marketing is a very strange space - on one hand it can be measured, one can target very specific audiences with super targeted ads - while at the same time you see incredible things like teamviewer wasting 70 million per year to sponsor a football team. Because their marketing department sucks, or their CEO likes football. Microtargeting works, especially meausred one. It is difficult and full of scams. But a targeted instagram post is much better than giving some random actress your products and hoping it makes you sell more.