YouTube, Instagram Stars Get Picky with Brand Deals

New York Times: As advertisers struggle to connect with young audiences, many have turned to online video and social media stars whose value essentially lies in the large numbers of their followers. Such influencers offer brands the ability to amplify their messages at a relatively low cost. But the strategy is becoming a bit of a gamble. The more brands that use influencers for marketing campaigns on social platforms like YouTube, Twitter and Instagram, the less impact each influencer has. At the same time, many influencers, who once jumped at the opportunity to endorse brands, are being much more selective for fear of appearing to sell out.