As social media remains a goliath in the funnel of e-commerce sales, brands are seeing influencer marketing making a bigger dent than ever in their sphere. In fact, the influencer marketing industry was worth an estimated $16 billion in 2022, according to Statista. With the oversaturated pool of content online, the truth is that not every brand can cut it out there. To me, those who find success and those who get lost in the algorithm sauce seem to be differentiated by one main thing: the authenticity of their content.
