The rise of de-influencing may be a response to the excessive promotion of consumerism by influencers, which has led to a growing sense of over-consumption and a backlash against the idea that we must constantly buy new products. De-influencing is also a way for creators to reaffirm their authenticity and credibility to their followers by showing that they are not simply shills for brands but have their best interests at heart.

Undoubtedly, influencer marketing is earning its place at the global marketing table with enthusiasm. Our industry has been heralded as a democratic, game-changing lightning rod, empowering social media users across many categories like food, fashion, beauty, sports, health, pets – the list goes on. These verticals make sense because they resonate. 

As the concept of the metaverse and ways of doing business in it mesmerizes brands and agencies alike, influencer marketing could hone in on how advertising and conducting commerce is being done in this new world where new rules are being set.

TikTok made a splash when it established the first creator fund less than a year ago. In its wake, all major social networks quickly followed suit. In fact, creator funds are all the rage right now as platforms like Facebook, YouTube, and Pinterest are poised to position themselves at the crest of the biggest wave on the social media horizon: the creator economy.

An influencer brief is everything — the foundation on which a successful campaign will be made or not. Here are practical tips on nailing your influencer briefs to ensure long-term collaboration.

The global pandemic thrust the industry’s chaotic payment structure back into the spotlight when brands paused or stopped their campaigns. The pandemic has also resurfaced realities about a gender pay gap. In light of the #BlackLifeMatters movement, we are also hearing public complaints of a racial pay gap. Let's take a detailed look at how much money influencers should charge brands for their work and what brands should offer.

Demands are shifting and new habits can disrupt how brands connect with consumers. Both brands and creators need to output the right content in order to succeed post-COVID.

With events canceled, Out-of-home currently out of favor, and Experiential in RIP mode, brands have to figure out how to do business in a post-pandemic world.

“If you don’t like where you are, move. You’re not a tree” - John Rohn.

Normally, at this time of the year we’d be gearing up for spring cleaning. We’d survey the closet space, roll up our sleeves,  and begin making room for the season’s most anticipated ritual: a warm-weather shopping spree. But in these plague-ridden times, our shopping priorities have completely shifted from summer sandals and blouses to toilet paper in bulk. 

How have the pandemic, the #BlackLivesMatter movement, and other global, social, political, and economic issues affecting the influencer marketing vertical?