HOW CULT BRANDS LIKE CROCS, SOUTHWEST SEE INFLUENCER MARKETING EVOLVING

Summary from the TLDR Marketing newsletter

Budgets are now shifting from traditional ads to influencer-driven campaigns. Influencers now shape campaign casting, shoppable ads, and brand messaging. Southwest Airlines and Instacart are using influencers to engage Gen Z, create targeted campaigns, and leverage social commerce. Crocs has turned influencers into brand ambassadors, using celebrity partnerships and community-driven content to grow its cult following. Social-first strategies are now leading as digital media and TV audiences decline.