To understand what peer-to-peer (P2P) marketing is, let’s start with an example.

At least once a month, I discover a new brand and take a quick peek at their profile. Within a few seconds, I decide if I’ll hit that “follow” button or exit the page.

People watch almost 5 billion videos every day on YouTube. It’s no wonder content creators choose this channel to share their ideas, products, and skills — they know there’s potential to earn a great following and potential customers. Given the multitude of videos that live on the platform, it’s important to make yours stand out if you want the same.

We are creatures of habit, especially when it comes to buying behavior. We know the location of our favorite products in the store, and we trust that they’ll work year after year. According to McKinsey, nearly 3 out of 4 Americans stick with the same brand — and 8 out of 10 stay with the same retailer.

People don’t like change. It’s a battle to get someone to switch to an unknown brand, especially during times of crisis.

To consider the potential payoff of product diversification, let’s start with an example.

Ever wonder who is behind those banner ads on the sites you visit the most? Or the Super Bowl ads we talk about for weeks after they’ve aired? The answer is media buyers.

These days, social media is all about documentation.