Three things on influencer marketing
In this short video, Partner, Luke Rowell, shares three things to understand about influencer marketing and how the market is evolving.
Influencer marketing is increasingly being integrated into broader social strategy. Rather than sitting alongside campaigns, creator content is now planned alongside paid, owned, and earned media. Brands are using creators as an extension of their social engines, building partnerships that deliver consistency, reach, and authenticity over time.
The channel also continues to outgrow much of the wider media mix. Even in more constrained budget environments, investment in influencer marketing is increasing, supported by its ability to deliver measurable engagement and brand impact relative to spend.
Within that growth, performance is shifting toward smaller creators. Micro and nano influencers often deliver higher engagement rates and stronger audience trust, helping brands achieve lower cost per engagement while connecting more credibly with niche communities.
Influencer marketing is becoming more embedded, more scalable, and more outcome focused as part of modern media strategy.
If you would like to discuss what this means for your business, please get in touch.
