In 2012, Evan Britton founded a website premised upon what the web arguably does best: help people obsess over celebrities.

Britton launched his first site in 1999 as a senior in college and has since made his living monetizing web clicks.

When he created Famous Birthdays as a sort of Wikipedia of celebrities nine years ago, Tiktok wasn't even born and Snap had barely launched. The term "influencers" had yet to seep into the mainstream. But as social media created a new form of celebrity, the site has morphed into a pillar of the teen-centric world of online personalities and creators.

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We sit on the edge of a new and exciting era for digital content creators. The real-world fight for social justice is changing the online and social media landscape, ushering in a broad cultural transformation that is long overdue. The antiquated practice of targeting a narrow and homogenous audience — similar in aspects like race, color, and physical appearance — isn't going to produce the desired upticks in viewers. In fact, it will more likely work against your growth.

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  • Influencer marketing has surged during the pandemic as more consumers have moved online and brands have been forced to adapt to new challenges.
  • The rise of ecommerce and social media continues to usher in a wave of less formal and potentially cheaper marketing from online icons directly connected to audiences that brands can target.
  • Marketers expect the trend to continue, which could lead to more unexpected brand partnerships, like a KFC line of Crocs or Forever 21's Cheetos apparel.

Mix together a cup of cold brew, three pumps of caramel syrup, a splash of whole milk and a generous portion of TikTok and you've got yourself "The Charli" – Dunkin' Donuts' new menu item promoted in partnership with Charli D'Amelio, a superstar social media influencer and the drink's namesake.

Influencer marketing campaigns are not new, but the coronavirus pandemic has accelerated their appeal as companies have been forced to ramp up their online presence. Marketers expect that to continue, due to a combination of changing consumer behavior, a growing sophistication of data and analytics, and tighter ad budgets.

As these forces take shape, subscription streaming services expand and cable's decline continues, could it spell the end of TV commercials?

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