0 upvotes 0 discussions

Maura Smith 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 more valued in the digital world due to its consumer accessibility and authentic content across the buyer’s journey. This method of content sharing allows advertisers to reach their target demographic through influencers’ digital friendships– and provides consumers with opportunities to shop, save and purchase from brands. By maximizing the power of influencers to reach consumers, retailers can connect with new audiences on channels that they are already engaging with on a personal level.

In response to this changing landscape, we will see new regulations in place to monitor influencer marketing as an advertising method. This shift is already in progress as the FTC cracks down on the level of disclosure influencers are required to provide in their content. While for many brands, influencer marketing is still maturing as a component of broader marketing strategies, we will likely see this evolution - both of its wider adoption and heightened regulation by the FTC - drive it to become a standard strategy at the forefront of marketing.

What's Next?