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How brands are harnessing influencer marketing

As more marketers avoid hard-sell tactics, leaning on influencers increasingly appeals to brands looking to drive awareness while still showing a company's human side. Social media platforms are evolving to keep up, adding new features designed to cater to influencers, their typically young fans and marketers alike.

included in this trendline
  • How the producer economy is changing influencer marketing
  • User-created content — especially video — gains on traditional media consumption
  • Coca-Cola spotlights BIPOC creators with TikTok debut
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.