Kristen Dolan highlights the evolution of influencer marketing, emphasizing sophisticated strategies involving data and technology. The concept of 'Creator Coupling' aims to improve creator sourcing by linking identifiable traits to reach new audiences. Marketers are increasingly investing in ambassador programs that promote long-term partnerships with creators, resulting in benefits such as enhanced content quality and stability in revenue. This shift necessitates innovation and strategic foresight to stay competitive in the rapidly growing influencer landscape.
'With more than 45 million people identifying as professional content creators, the growth in influencer marketing necessitates innovative strategies for building effective creator rosters.'
'Over 7 in 10 marketers are shifting investment into ambassador programs, highlighting the benefits of deeper creator partnerships for resulting in higher quality content and predictable revenue.'
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