Influencer sustainability: The trends marketers need to know
As the issue of trust rages on and brands look to reduce their budgets, what does this mean for influencer marketing?
Brands and businesses must constantly recalibrate how they work with influencers as social platforms change.
This article covers the latest trends in influencer marketing, including Covid-19, ad spend, trust and TikTok.
Reduced ad spend is a tipping point for influencers
One effect of coronavirus is the impact on advertising spend as businesses prepare for long-term economic uncertainty. Data from the IAB shows that advertisers have adjusted their spend in the short term and that social media, digital video and display are not immune to spend adjustments.
The same report highlights there is some optimism for the second half of 2020, but that spend against budget is still likely to be lower.
A reduced digital advertising spend, but also a return to some form of normality where audiences are less captive in their homes, signals a tipping point for influencers and brands alike to work smarter and ensure a percentage of revised advertising budgets.
