The majority of brands increased their influencer marketing budget in the last year. Sure, the pandemic has changed influencer marketing. But according to a Takumi survey, 73% of brands allocated more resources to influencer marketing, with spending focused on the area of retail (79%), legal (79%), and manufacturing (75%). Despite the economic instability from the last several months, the study found that brands are taking a chance in “multi-challenge influencer campaigns” and seeing the value in their creative content. Recently, influencers have been providing more relatable and “authentic reflections” of the kind of values that young consumers hold, which has resulted in brands putting more faith into them. (Talking Influence, Marketing Dive)
