Influencer marketing will grow as “Gen Z’s sway” does. 

Influencer marketing will grow as “Gen Z’s sway” does. According to a CreatorIQ report, Gen Z consumers will have “a greater effect on influencer-generated content as their spending power continues to swell” and brands will be able to evaluate the effectiveness of their campaigns with “improved metrics.” According to one expert, they’re seeing a “greater demand” among brands for long-term partnerships with influencers who can be “effective brand advocates” as well as more authentic relationships. Meanwhile, influencers want to align themselves with brands whose values match their own. (Marketing Dive)