There are a number of people who have become "stars" on video-sharing network YouTube - posting videos that frequently go viral and receive millions of views.
These are "ordinary" folk who create their own videos or other forms of online content are unlike the usual Hollywood celebrities.
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According to advertising expert Jonathan Cherry, brands are increasingly using these kinds of online influencers to leverage their products; whilst the individuals in question also gain and strengthen their following.
Cherry advises that this opens up a whole lot of doors for them, as they will be able to endorse products and undertake other commercial deals.
The most popular so far is a 24-year old Swedish YouTuber by the name of Felix Kjellberg, but better known by his YouTube name of PewDiePie, who has 38 million YouTube subscribers and who makes $4million a year.
He posts videos of the video games he plays while giving commentary. Here's one of his more recent videos:
Cherry says that he is quite a fan of New York-based YouTuber Casey Neistat, who posts videos about daily life in the Big Apple. Watch one of his videos below:
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Checkers have paired up Nataniël and SuzelleDIY for their latest television ad campaign. Watch the video below:
Listen to the full conversation between Jonathan Cherry and CapeTalk presenter Kieno Kammies: