Consumer Brands Struggle to Understand the Value of Internet Celebs

From crazy ultimate frisbee tricks to music and sketch comedy, 'influencers' are Internet celebrities who have massive followings that can be easily measured by counting the likes on Facebook, views on Youtube or plays on Vine. The Audience is a firm that works with Internet celebrities on helping match them with consumer brands. The firm's CEO Oliver Luckett says, 'Influencer wasn't a word on anyone's lips a year ago. Now everybody has to have their influencer strategy.' But, for brands accustomed to spending on more traditional forms of marketing, working with 'influencers' is still relatively new. Luckett said, 'If you want to reach 6 million 15-year-olds in America, Vine's your answer, Snapchat's your answer. It's not NBC Primetime.' TheStreet's Ruben Ramirez reports from Austin, Texas.