Author: Natalie Carson

With ad spend continuing to rise and digital taking a bigger slice of that pie year-on-year, social too is growing its share. At a recent roundtable with experts from The Drum Network – from a global head of social to a founder of a leading social agency and a TikTok creator – The Drum asked: how is the role of influencers shifting in the modern marketing ecosystem?

Influencer marketing – a nice-to-have tactic to boost brand recognition and favorability, but not impact your bottom line. Right?

Wrong.

Influencer marketing has been a popular technique for gaining eyeballs on campaigns. But Natalie Carson, senior account manager at Coegi, questions whether it has passed its sell-by date.