BRAND MARKETERS CAN'T SEE WHERE THEIR INFLUENCER BUDGETS GO

Summary from the TLDR Marketing newsletter

Many brand marketers lack visibility into influencer budgets, with 61% unsure of agency payments to creators. 55% plan to change their approach within a year due to opaque fees and limited benchmarks. In-house management is growing, currently at 16%, offering direct influencer relationships, faster content production, and better budget efficiency.