HOW TO THINK ABOUT INFLUENCERS OR: DEATH TO AUTHENTICITY

Summary from the TLDR Marketing newsletter

Influencer marketing is considered the fourth age of media, after print, TV, and search. Social platforms now let creators shape culture in ways traditional media cannot. Long-term ROI from influencer campaigns is 51% higher than the all-channel average. Brands see a 38% lift in ROI when working with creators over time rather than in one-off deals. Yet 45% of marketers still judge influencers by follower count, and 80% of brands take “baby steps” in creator strategy.