In recent years, marketing has shifted dramatically. Who would have thought ten years ago, for example, that to buy .io domain would be classed as marketing? Today it’s a solution that more and more tech companies are investing in. But one of the biggest changes in...
New influencer-industry research shows a direct correlation between creator investment and increased brand ROI
Influencer marketing has been shown to deliver strong results for brands and businesses in industries where influencers have the most direct-to-consumer power, but many of these campaigns still often fail to move the needle. New research from end-to-end creator...
The unpaid influencer: Yes, they’re out there-–here’s how to tap into their power and authenticity
With 75 percent of CMOs under pressure to “do more with less,” cutting costs are top-of-mind for PR and marketing pros. Influencer marketing is a proven marketing strategy, but expensive paid partnerships aren’t the only way to build brand awareness—and many...
The ethics of influencer marketing: How to navigate the gray areas
As the lines between genuine recommendation and sly promotion blur, the world of influencer marketing finds itself in a swirling vortex of ethical debates. From meticulously curated feeds of picture-perfect lifestyles to sponsored content masked as authentic reviews,...
The 2023 Creator Economy: A deep dive into the business and culture of these comms allies as the sector grows exponentially
Content creation as an industry—one that marketers and communicators are more frequently turning to—has exploded over the last year, birthing a fully-formed class of businesses and economic infrastructure that supports more than 200 million content creators, curators,...
New influencer trends report analyzes today’s market—and uncovers new opportunities in key industries
It can be hard to keep track of shifts in the ever-evolving field of influencer marketing, which creates ongoing challenges for communicators who want to maximize the impact of their campaigns (and manage their budgets accordingly). New research from customer...
4 ways PR and influencer marketing work together during crisis
The size of the public relations market in the U.S. in 2023 is expected to be $17.8 billion, a 2.7 percent growth from 2022. This comes as no surprise given that most brands face negative PR at some point. Something as simple as a wrongly-worded social media post...
An insider look at the drivers of the Creator Economy: How top influencers build their business
Influencers and other content creators have become valuable allies to brand marketers and communicators, but their strategic approach can often collide with traditional campaign planning, which—whether successful or not—can leave communicators scratching their heads...
A brief history of influencer marketing—and 2 trends that define its future
In the last decade, influencer marketing has exploded onto the scene and become one of the most popular and effective ways for brands to reach their target audiences. However, the history of influencer marketing dates long before the internet was even a thought....
Marketers struggling to determine value of influencers—and 4 in 10 think they’re overpaying
How much is an influencer really worth? Brands and businesses are having a hard time figuring that out, according to new research from software and services marketplace Capterra, which finds that many marketers struggle to determine how to pay for these partnerships...
Influencer compensation in 2023: New research explores rate fluctuations, impact of inflation
How is today’s shaky economy impacting the going rates for brands working with influencers? New research from warm contact influencer network Intellifluence takes a deep dive into the industry, breaking down rates based on social network, number of followers, and...
7 tips for developing influencer marketing campaigns for fashion brands
Fashion is flourishing when it comes to influencer marketing. According to estimates, fashion influencer marketing could grow at a 36 percent CAGR between 2020 and 2027. Although fashion brands have been using influencer marketing for years, the strategies for...