By any metric, influencer marketing is exploding. Four out of five marketers said they would engage the channel in 2020; budgets have increased 50% year over year and Google search volume for the term skyrocketed 1,500% over the past three years. Consumer attention is shifting and brands are shifting with it.
But brands apply the wrong mindset. Marketers want the control of an Instagram ad with the authenticity of influencer marketing. This is an oxymoron, and the result is just another #ad clogging people’s feeds.
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