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Not long ago, influencer marketing was a trend. Every year-end report marketers could get their hands on invariably had a chapter in the lines of “The Rise of Influencers” or “Why Influencers Are Here to Stay.” This made sense in the past because this marketing tactic – powered by social media – began in the mid-2000s and was considered an emerging solution that lived under content creation, community management, or paid media.
Today, influencer marketing is a critical part of the marketing mix. In fact, it’s expected to grow to a $15 billion industry by 2022, up from $8 billion in 2019, according to Business Insider Intelligence estimates.
Our Top 10 Trends Influencing 2020 is a manifestation of where we see the Influencer space going and how marketers can really make an impact. Fake followers, vanity metrics and overly polished content are some of the challenges brands have faced when partnering with influencers. To build trust is increasingly difficult for brands amid an ever-so pervasive and disruptive landscape, where the digital medium itself is challenged on many fronts. But, in the face of disruption also lie great opportunities for businesses who are looking to earn trust and authentically engage with their audiences.