Influencer marketing has transitioned through distinct phases, now entering the Influencer 3.0 era where brands are leveraging creator content for advertisements across various channels. Unlike prior phases where brands simply paid creators, they now recognize that user-generated content performs better than their own marketing. Companies like Poppi and McDonald's have already adapted by integrating social media posts and videos into traditional advertising formats. Tools created by companies like Linqia facilitate this shift, as consumer demand for authentic, relatable content grows.
Bendes characterizes the third era of influencer marketing as brands realizing creator content does better than their own "in basically every single channel" and starting to use it "literally everywhere."
Anticipating demand for this kind of ad campaign to grow, Bendes' company Linqia recently released a tool that helps businesses leverage creator-made content across different mediums.
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