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Influencer Marketing

Note from the editor

Despite the 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 in ensuing months 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 Grubhub 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

Influencer campaign volume slipped 3% during pandemic, Forrester finds

Study: Microinfluencer opportunity 'massive' as Gen Z, millennials organically promote favorite brands

TikTok tests new ad format to share revenue with influencers

Virtual ambassadors cloud already murky legal picture for influencer marketing

Whether or not CGI avatars have staying power, they're raising questions around the increasingly blurred lines between content and ads in digital media.

Twitch pushes Grubhub beyond Instagram's 'digital mood board of food porn'

"When I think about gaming, I think it's like the new 'Netflix and chill' for us. Grubhub and gaming go hand in hand," VP of Brand Marketing and Creative Jessica Burns said.

Gen Z prefers influencers who fit into their 'social bubble,' study says

Instagram IGTV tests video ads to support monetization for influencers

You & Mr Jones buys influencer marketing agency Collectively