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TRIBE's Jules Lund says there's a movement away from celebrity endorsements on social media to everyday people who can now make a bit a cash!

Lund told Jodie & Soda the secret for everyday people now endorsing the brands they love and use on a regular basis.

"These can be people that have built a tribe around a passion or expertise could be soup, fashion or fitness, they're basically getting paid to recommend the brands they're already featuring in their feeds"

"Brands are falling over themselves to get every day people to create content that they can put in their social feeds themselves cos who better to create content that users love for the brand that the users themselves"