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Dylan Macdonald is a featured contributor to Influencer Marketing: Where the Tactic is Headed and Trends to Support It report.

Here's the complete contribution:

Influencer marketing is becoming one of the most powerful tools in the industry today. It has evolved rapidly from individuals, like you and I, using social channels as a method of discussing their opinions on their personal passions to brands of all sizes and resources utilising these individuals to build a trust factor around their product or service.

In the next 3-5 years, I can foresee influencer marketing continuing to shape the perceptions of a generation and play an even bigger role in buying habits. Influencers are beginning to make a healthy living from discussing their passions and lifestyle. For many, their favourite influencer's content is an important pillar in their own lifestyle.

As many have said previously, influencer marketing is not a fad. Brands of all sizes have to learn to not only respect this method of targeting their key demographic, but understand what type of lifestyle they want and become a part of that, by putting influencer marketing at the centre of their strategy.

People trust people. This has never been more important in creating trust.

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