![]() ![]() Those other influencers include Jessica Killings, an actress, model and angel investor who, like Johnson, has a large Instagram following. HeyPal CEO Jonathan Maxim, a marketing veteran who ClickStream hired for the role last year, told dot.LA that Johnson and the app’s other influencers bring credibility to the platform. HeyPal offers both free and paid versions of the app the latter is available in two subscription tiers ($9.99 or $14.99 per month) and includes additional features like unlimited translations on posts and a “PenPal” feature that matches users who can teach each other new languages. Launched in 2020, HeyPal aims to help people learn new languages by conversing with native speakers through social media features like chats, posts, comments and media uploads. Hoos noted that customers acquired through influencers tend to stick with brands longer than those lured by other campaigns. ![]() “At the end of the day, influencer marketing works because the audience trusts the creator,” Brad Hoos, CEO of influencer marketing agency The Outloud Group, told dot.LA. That’s especially true if the products or services they’re marketing naturally fit with the content they’re creating-such as Johnson highlighting a language-learning app as a travel blogger. But online influencers often forge deep relationships with their fans, making their endorsements more effective, according to experts. In some ways, influencer marketing is not much different from traditional celebrity endorsements where actors, artists and athletes hawk products in advertisements. Spending on influencer marketing has exploded in recent years, jumping from only $1.7 billion in 2016 to $16.4 billion this year, according to research from Influencer Marketing Hub. HeyPal, which has racked up more than 1 million downloads since going live last June, is hardly the only brand turning to influencers.
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