Influencer advertising represents a $10 billion trade in 2020 and is changing into of accelerating relevance for a lot of corporations, particularly these working in a business-to-consumer surroundings. Few corporations within the style, magnificence, journey, meals, or beverage industries are operating advertising campaigns lately that don’t embrace, a minimum of to some share, a collaboration with common customers on platforms corresponding to Instagram and TikTok. Nonetheless, many advertising managers nonetheless have a lower than sufficient understanding of these platforms in contrast with their information of extra conventional media channels and infrequently discover it onerous to make the proper resolution on this fast-moving surroundings. To offer some steerage on this respect, this text goals to offer an introduction to probably the most vital platforms for influencer advertising. It then presents recommendation to corporations who need to interact in influencer advertising in addition to particular questions on figuring out the proper influencers to collaborate with.
Based mostly on the article by Michael Haenlein, Ertan Anadol, Tyler Farnsworth, Harry Hugo, Jess Hunichen, and Diana Welte
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California Administration Assessment
Quantity 63, Difficulty 1 (Fall 2020)
Video manufacturing: David Salisbury