Introduction
Social media is a huge part of society today. People constantly check Twitter, Facebook, Instagram, and other social media sites. It is extremely easy to access these sites, since almost everyone has a smartphone now. Because of this new aspect of society, companies and businesses have begun to utilize this to benefit them. Much of the marketing that happens today happens on social media. Social media has, in essence, completely changed the way companies market products and promote their brands. These advertisements are targeted to a specific group of people; people who are on social media often are the groups of people that companies focus on when advertising. Sometimes, companies will choose to use a well-known figure on social media in order to boost the success that is generated from their marketing. This is easier on the company than marketing for themselves in many ways. This is now the most used tactic when companies are marketing on social media; it is effective for a number of reasons and it is now the most commonly used strategy to advertise on social media. It is extremely easy in comparison to more traditional advertisements for companies to pull-off and it is much cheaper. Choosing to use someone else to help market products greatly increases the effectiveness of companies’ advertisements on social media.