Influencers are business leaders now as brands tap their social media expertise and youth knowledge.

Influencers are business leaders now as brands tap their social media expertise and youth knowledge. Online creators are highly influential in the lives of Gen Z and Millennials thanks to their relatability and niche expertise in fashion, beauty, gaming—you name it. Now, some companies are deepening their investment in influencers by upgrading their contracts / brand deals to higher positions in the company. Online retail platform Emcee tapped fashion influencer Alyssa Coscarelli to help with recruiting brands and creators to the platform, which eventually led her to becoming Emcee’s director of business development. She now oversees social media, influencer marketing, and editorial content. Meanwhile, InStyle hired content creator Tefi for a freelance position as the voice behind its TikTok account, citing her “natural affability” and witty and honest opinions on celebrity gossip and pop culture as the perfect fit for the role. YPulse’s celebrities and influencers research shows that Gen Z trusts the advice of online celebrities more than TV / movie actors, athletes, or music celebrities, and hiring influencers / content creators for influential business roles could become a bigger trend as brands lean on their expertise to craft their youth strategy. (Vogue Business)