A recent article pubished by Ad Age, revealed that bloggers are increasingly succeeding in attracting funding for new ventures. Why is that?
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Geri Hirsch went from authoring her the fashion-lifestyle blog, Because I’m Addicted, to co-founding Leaf, a series of how-to concept videos covering things like living, eating and fashion.
Following a very successful commissioned video, StyleHaul, the largest fashion and beauty community on YouTube, became Leaf’s primary backer. Hirsch and Leaf co-founder Erin Falconer went on to produce video content for Gap and Ann Taylor, as well as editorial content for Redbook and Foam magazines. The duo is now are experimenting with shoppable videos — viewers can click on links in the video to purchase the fashion items being modeled — and introducing product lines.
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