Author Archives: Ben Swain

A PR, growth marketing, and social media aficianado, Ben leads the strategy and builds the relationships that foster high-impact influencer campaigns for TMGA clients.

A lesson from PewDiePie: the pitfalls of influencer marketing

  The world’s most popular YouTube star is in a reputational free-fall after a series of anti-Semitic videos recorded in January were uncovered by the Wall Street Journal.   Felix Kjellberg, known on YouTube as PewDiePie, has more than 53 million subscribers. He has amassed a huge following making videos featuring his own brand of irreverent […]

Don’t get Fyred! Balancing the risks and rewards of influencer campaigns.

  Influencer marketing works because consumers typically respond better to influencers than to traditional advertising. For example, 84% of consumers claim to trust peer recommendations, compared to only 62% claiming that they trust traditional advertisements. With these stats in mind, there is no denying that influencer marketing can work. The secret to influencer marketing is […]