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Brand Ambassadors Vs. Social Media Influencers Vs. Celebrities
As social media platforms like Instagram, Facebook, YouTube, and Snapchat become more ubiquitous, the success of social media marketing has given rise to three types of "strategic individuals"(Alex Mari): brand ambassadors, social media influencers, and traditional celebrities. Though distinctions between these three groups can be difficult to identify (especially as social media influencers become celebrities in their own right), understanding how each functions as part of a company's larger marketing strategy can help brands determine which type of partnership will lead to the greatest marketing success.