Finding the right person is more important than finding a popular person: "Internet Celebrity Marketing Practical Study" is a practical guide for marketers
I recently finished reading “[Practical Learning on Internet Celebrity Marketing That Marketers Must Understand]” (https://www.books.com.tw/exep/assp.php/vista/products/0011045006?utm_source=vista&utm _medium=ap-books&utm_content=recommend&utm_campaign=ap-202603)” This book reminds me that in the past few years when I was writing a digital marketing column in the “Economic Daily”, I often received questions from readers: “Vista Teacher, our company wants to do internet celebrity marketing, but we don’t know where to start?” I think this book gives a good answer to this question.
Why is it more important to understand influencer marketing now?
Speaking of influencer marketing, many people may think that this is a new thing that has only emerged in recent years. In fact, this is not the case. From the early days of blogger marketing to the rise of YouTubers, to today’s TikTok short video creators, the forms of influencer marketing have continued to evolve, but the core logic has always remained the same—delivering brand messages to the target audience through influential people.
According to research from Influencer Marketing Hub, the global influencer marketing market will exceed US$24 billion in 2025 and continues to grow. This means that whether you are a brand marketer or a creator who wants to cooperate with brands, understanding the operating logic of influencer marketing is no longer an elective course, but a required course.
What problem does this book solve?
What I appreciate most about “Practical Learning on Internet Celebrity Marketing that Marketers Must Understand” is that it starts from a practical perspective rather than just talking about theory. The author breaks down influencer marketing into several key links:
1. How to find the right internet celebrity?
This is the biggest headache for many brands. Does it have to be good if you have a lot of fans? Does a high interaction rate mean a high conversion rate? The book provides a systematic evaluation framework to help marketers get rid of the myth of “selecting people based on numbers”.
The success of internet celebrity marketing lies not in finding the most popular people, but in finding the right people.
2. How to design an effective cooperation model?
From single-time business distribution to long-term endorsements, from product placement to joint planning, different cooperation models are suitable for different marketing goals. The book provides a detailed analysis of the advantages and disadvantages of various models, as well as applicable scenarios.
3. How to evaluate the return on investment?
The most common criticism of influencer marketing is that its effects are difficult to measure. This book provides a variety of measurement indicators and calculation methods so that marketers can more clearly explain their results to their bosses or customers.
Several points that impressed me deeply
While reading this book, there were a few passages that particularly touched me and I would like to share them with you:
The real influence is not the number of fans, but how many people are willing to listen carefully when this person speaks.
This sentence highlights the blind spots of many brands when choosing influencers. I often mention in my courses at content.tw Content Power Academy that the value of content does not lie in how many people it touches, but in how many people it truly affects. The same goes for influencer marketing.
Consumers don’t hate industry matching, they hate false industry matching.
This point of view echoes the concept I talked about in the New Era of Brand Marketing article - in the era of information transparency, authenticity is the most valuable asset of a brand. Influencer marketing is effective precisely because it leverages the trusting relationship between creators and fans. Once this trust is abused, the effectiveness will be greatly reduced.
🎯 Want to learn AI content production systematically?
In this era of content explosion, how to use AI to build an efficient content production system has become an essential skill for marketers. I combined my years of content strategy experience with the latest AI tool applications to design this practical workshop.
From research, writing, polishing to distribution, we will guide you step by step to build your own AI content production line. Whether you are a brand marketer, a content creator, or a worker who wants to improve your content production capacity, this class can help you get twice the result with half the effort.
Looking at the essence of content strategy from the perspective of Internet celebrity marketing
After reading this book, I have a deeper understanding: influencer marketing is essentially an extension of content marketing.
Brands produce content through Internet celebrities, Internet celebrities influence audiences through content, and audiences develop a favorable impression of the brand because of the content. The core of this entire chain is always “content”.
This is why I believe that marketers who want to do a good job in influencer marketing must first understand what good content is. In content.tw’s training courses, I often emphasize the three levels of content strategy:
- Attention: Make the target audience want to stop and look.
- Build trust: Make your audience believe that what you say is true.
- Drive Action: Make your audience want to take the next step
The reason why influencer marketing is effective is because excellent creators inherently know how to do these three things. What brands need to do is to find creators who match their own tonality, and then give them enough creative space to tell the brand’s story in their own way.
The best influencer marketing is when the brand is willing to let go and let the creator speak in his own language.
Who is this book suitable for?
Based on my reading experience, I think the following categories of readers would particularly benefit:
- Brand marketers: Want to systematically understand the operation process of influencer marketing
- Marketing agency practitioners: need to plan influencer marketing plans for clients
- SME owners: Want to try influencer marketing with a limited budget
- Content Creator: Want to understand the brand’s thinking logic and improve cooperation opportunities
- Students from marketing-related majors: Want to understand industry practices in advance
My recommendation reasons
The reason why I want to recommend this book “[Practical Learning on Internet Celebrity Marketing that Marketers Must Understand] (https://www.books.com.tw/exep/assp.php/vista/products/0011045006?utm_source=vista&utm_medium=ap-books&utm_content=recommend&utm_campaign=ap-202603)” is because of its solid content.
First, it is in line with the development context of today’s social era. From Facebook to Instagram, from YouTube to TikTok, the book covers the Internet celebrity ecology of various mainstream platforms, allowing readers to fully understand what this field looks like.
Second, it provides an operational practical framework. I’m not telling you “Influencer marketing is important”, but explaining specifically “how to do it to be effective.” This bridge from theory to practice is exactly what many marketing books lack.
As someone who has written a digital marketing column for the Economic Daily for many years, I know that what marketers need is not more concepts, but methods that can be applied immediately. This book provides exactly that value.
Write at the end
Influencer marketing is not a panacea, but it is indeed an indispensable weapon in the marketer’s toolbox in this era.
Whether you are new to this field or a veteran with practical experience, this book can bring you some new inspiration. If you are thinking about how to introduce influencer marketing strategies to your brand, or want to optimize the existing cooperation model, you may want to read this book.
Finally, if you are interested in content marketing, Personal Brand Management or digital marketing strategies, please continue to follow my articles. If you have any questions, please leave a message or write to us for discussion.
Further reading
- Unveil the mystery of blogger marketing, beware of five common myths
- The new era of brand marketing: How to use positioning and self-media strategies to build a successful brand
- Complete guide to personal branding in the AI era: from positioning, content to monetization, understand it at once
External resources
- “Practical Learning on Internet Celebrity Marketing That Marketers Must Understand” Blog to purchase book link
- Influencer Marketing Hub
- content.tw Content Power Academy
📖 深入探索相關主題
