Influencer marketing is only becoming a more central focus for brand marketing—which means changes for brands and creators. Despite its huge impact, some brands still look at influencers as just a supporting piece of marketing. More are pushing it to center stage in their brand storytelling and representation recently, though. Last year, Shopify even predicted that the influencer marketing industry would reach a value of $24B globally. And despite worries about a potential TikTok ban, lots of brands are operating business as usual with ads on the platform. In turn, short contracts with creators for content have become the norm. However, some creators are digging deep into the values and political stances of any brand they do work with, treating it as much more than a casual collaboration. (Glossy)
📊 YPulse data: 69% of 13-39-year-olds agree, “I will watch a sponsored post from an influencer I like”
