The growth of influencer marketing is undeniable, and for good reason: brands are seeking solutions that not only build awareness but also drive authenticity in order to grow trust and loyalty.
“People can break through the noise…people trust people. Influence is about relationships.” – Ty Heath, Director of Market Engagement, The B2B Institute at LinkedIn
Brands are clearly seeing the potential of influencers as close to ⅔ of US advertisers have worked with influencers in the last year now making it an over $3 billion dollar industry (growing approximately 33% this year alone). Much of this is likely due to the rise of TikTok and the ability for its creators to inform viral trends and behaviors, even occasionally causing products to go viral and be sold out. However, influencers have a foothold on a variety of social channels beyond TikTok, including YouTube, Snapchat, Instagram, and even Twitch – channels where brands were already advertising which makes influencer a natural extension of a broader marketing strategy.
“Creators have become so important to the commerce ecosystem… they have enabled the intersection of passionate communities and related products at a massive scale.” – Omar Zayat, Head of Industry, e-Commerce, Facebook
Yet, influencer buys are often handled by separate agencies with a sole focus on influencers. Disjointed influencer and paid media efforts impact both strategy and measurement, weakening the value of each dollar invested into the media plan. To combat these challenges, it makes sense to work directly with your media agency to ensure cohesion for your brand.