The next stage of Influencer marketing will be driven by brand and creator partnerships

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 30, 2022, 5:10 PM GMT+0

Influencer 1.0 was about using influencers’ content for brand feeds and the beginning of paid social media marketing.

Today’s marketing strategies are moving towards the era of influencer 2.0, where brands adapt creator content for placements across their entire marketing ecosystem. This trend will likely go beyond just the social aspect of content distribution.

This expansion could include connected TV, programmatic display, digital out-of-home, retailer product detail pages (PDPs), and retail media. The amount of commerce-enabled content on these various platforms may also increase.

Fully shoppable and catering-abled content, as well as livestream shopping, could become more prominent. Further, brands will bring influencers and creators on as product partners for special releases, conduct customer research, and advise on broader marketing strategies.
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