BEYOND THE #AD: HOW BRANDS ARE MAKING INFLUENCER MARKETING FEEL REAL AGAIN

Summary from the TLDR Marketing newsletter

Influencer marketing is growing as brands focus on authenticity and smaller creator partnerships. Audiences trust content that feels genuine, with nano- and micro-influencers achieving higher TikTok engagement (10.3% and 8.7%) than larger accounts. Product seeding remains effective, with 92% of marketers saying it boosts awareness and 76% reporting it drives sales. Brands also expand influence into real-world communities through events and collaborations, building loyalty and organic engagement.