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Influencer Marketing

Note from the editor

Despite a broader advertising pullback since the onset of the coronavirus pandemic, influencer marketing appears to be somewhat resilient. Some creators saw a slight dip even as social media usage notched upward during early lockdowns, but some signs point to a gradual recovery as marketers target homebound consumers and turn to influencers for fresh creative while studio production remains mostly off-limits.

The once niche tactic has seen a boom in recent years with the emergence of creator-driven platforms like TikTok and new features on established channels like Instagram that are designed to appeal to influencers and their typically young fans. Before the pandemic, spending on influencer marketing was predicted to hit $9.7 billion in 2020, with 66% of marketers planning to boost their budgets in the space.

Now, influencers continue to fit into growth strategies for advertisers looking to cut through ad clutter by working with social media personalities who possess dedicated followings.

In this report, Marketing Dive breaks down:

  • How brands like Honda and agency holding groups like WPP are deploying deeper influencer integrations to reach homebound followers, particularly Gen Z
  • New social platform developments and ad formats supporting the tactic
  • Consumer trends driving growth in the influencer sphere

We hope these insights help to shape your strategy for the months ahead in a rapidly evolving environment.

Natalie Koltun Editor

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Latest trends and developments in influencer marketing

Before the pandemic, spending on influencer marketing was predicted to hit $9.7 billion in 2020, with 66% of marketers planning to boost their budgets in the space. Now, influencers continue to fit into growth strategies for advertisers looking to cut through ad clutter by working with social media personalities who possess dedicated followings.

included in this trendline
  • How Honda and Nestlé make authentic connections through e-sports
  • WPP secures early access to TikTok ad products, creators in new global partnership
  • Retail marketers invest in livestreams to establish shopping's 'next normal'
Our Trendlines go deep on the biggest trends. These special reports, produced by our team of award-winning journalists, help business leaders understand how their industries are changing.
Davide Savenije Editor-in-Chief at Industry Dive.