REACH DETHRONES ENGAGEMENT RATE IN INFLUENCER MARKETING SUCCESS

Summary from the TLDR Marketing newsletter

Marketers now prioritize reach, which measures total audience exposure, over engagement rate, which has dropped to 48% as a key metric. Budgets continue to rise, with more brands spending over $5 million annually, while Instagram, TikTok, and YouTube remain the top platforms. Creator-generated content is increasingly being repurposed for paid and brand-owned channels, broadening the impact of influencer assets. Traditional agency partnerships are declining - 76% of brands plan to consolidate with a single influencer agency in 2025.