Jason Stein from Laundry Service: Influencers are reaching as many, if not more, people than traditional publishers

Can digital platforms really reach audiences in a massive way? Jason Stein, CEO of Laundry Service, is convinced they can and affirms that advertisers must trust influencers as the new distributors and creators of digital content.For the social media agency executive, the main advantage these social network celebrities offer is that they can deliver a brand’s message to their followers. And in a world of disposable content, digital community loyalty is essential. “Influencers are reaching as many, if not more, people than traditional publishers. They got that reach because they were really good at producing original content that people wanted, with the specific point of view they brought to the table” he explains.Seen this way, it is true that influencers can contribute a lot to brands, but there is a catch. Stein warns that brands that do not yield control of their messages could fail. Another aspect that must be taken into account is the demographic they’re trying to reach and if this group really resonates with the influencer’s digital community.”Authenticity is king on the internet” Mr. Stein said. “If you have a big celebrity who cares nothing about a certain product all the sudden say, ‘Hey, go buy this.’ That’s what doesn’t work, that’s what doesn’t make sense” he stated.