Influencers are far from losing marketing power. According to the State of Influencer Marketing 2019 report, 320 platforms and influencer marketing agencies have been created since May of 2018, and brands are still seeing a significant return on investment (ROI) from partnerships with content creators.
Influencers’ strength has always come from their perceived authenticity. However, I’ve seen that consumers’ fear of “fake news” has turned into concerns regarding “fake influencers.” This anxiety over trust has changed digital content creators to be more than salespeople and has put consumers on the defense, with some brands shifting away from these partnerships.
