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Jimmy Fallon
Digital advertisers look for engaging stars
Digital advertisers look for engaging stars

Who’s the bigger star: comedian Jimmy Fallon or YouTube sensation Connor Franta? Seems like a no-brainer in favor of the NBC late-night host and former "Saturday Night Live" mainstay. But consider how the two perform on social media. In an age when advertisers prize engagement (lingo for when someone “likes” your Facebook post, “shares” your tweet or “comments” on your Instagram picture), Franta appears to have an edge. Those are the findings of Venice-based marketing start-up Zefr, which compared the reach of traditional stars like Fallon against social media influencers like Franta. The company determined an “engagement...

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