Jasmine Enberg predicts that by 2025, marketers will shift their perspective on influencer marketing, recognizing it as essential. The US influencer marketing industry is expected to grow by 14.2% to $9.29 billion this year. The creator economy extends beyond platforms like TikTok, yet challenges like measurement hinder growth. Follower counts may misrepresent effectiveness, necessitating a focus on niche and mid-tier creators. Employing creator content as advertising allows marketers to better trace campaign performance—addressing concerns from leadership regarding accountability in marketing strategies.
"are starting to treat influencer marketing as a need-to-have rather than a nice-to-have, [and making it] a core part of their marketing strategies," she said during the keynote session of last week's EMARKETER virtual summit.
"The creator economy is much bigger than just TikTok," said Enberg.
"Historically, follower count has been the primary way that marketers both classify and identify influencers to work with," said Enberg.
"We're going to see a rise in niche creators, including local creators, and the resurgence of mid-tier creators in 2025," said Enberg.
"Lagging measurement is the single biggest threat to influencer marketing budgets," said Enberg, who estimates that 20% of US marketers are being held back from influencer marketing due to measurement issues.
#influencer-marketing #creator-economy #marketing-strategies #measurement-challenges #social-media-marketing
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