Influencer Marketing

Note from the editor

A number of brands increased investments in influencer marketing in the second half of 2020, following disruptions to media plans from the pandemic and social justice movements. In 2021, the ongoing buzz around creator-driven platforms points to how delivering fresh digital creative remains a priority for marketers as they adjust to a surge in online shopping and digital media consumption driven by the health crisis.

The resiliency of influencer marketing is due, in part, to some marketers avoiding hard-sell tactics that could appear insensitive amid ongoing uncertainty. Leaning on influencers is appealing for brands looking to drive awareness while still showing a company's human side.

The broader influencer landscape continues to evolve as well, with platforms like TikTok and Instagram adding new features designed to appeal to influencers, their typically young fans and marketers. 

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

How to avoid 'clout-chasing' accusations in influencer marketing

Panelists SXSW dove into considerations large and small that have resulted in successful, enduring partnerships like Bud Light's with Post Malone.

• Published Aug. 13, 2021

Facebook to invest $1B in creators in bid to bolster Reels, livestreaming offerings

• Published Aug. 13, 2021

Branded content, influencer marketing make up biggest slice of digital ad budgets

• Published Aug. 11, 2021

WPP secures early access to TikTok ad products, creators

• Published Aug. 11, 2021

Retail marketers invest in livestreams to establish shopping's 'next normal'

As social platforms expand monetization capabilities, popular influencers with their own product lines and legacy marketers are embracing shoppable livestreaming.

• Published Aug. 10, 2021

How Honda and Nestlé make authentic connections through esports

Brands, esports organizations and gaming influencers continue to see evolving opportunities in the billion-dollar business.

• Published Oct. 8, 2020

Triller pivots to long-form videos, shoppable livestreams with brand partners

Dr. Pepper and L'Oreal's NYX are among the brands looking to drive buzz or direct sales through the app that has refocused on longer-form content.

• Published Aug. 11, 2021

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.