Trends Report

The State Of Influencer Marketing

Marketers’ Investments In Influencers Continue To Rise, And A Push Toward Authenticity Leads To A Broader Set Of Influencer Partners

August 13th, 2019
Ryan Skinner, null
Ryan Skinner
With contributors:
Brigitte Majewski , Miriam Oesterreich , Kara Hartig


Using influencers to achieve marketing objectives is no longer novel, but interest in the tactic continues to rise as marketers steadily increase their investment. With consumers, regulators, and brands focusing on authenticity, marketers are building longer, and more brand-aligned, relationships with influencers — and with more of them. With the “influencer” term already unloved, and marketers partnering with broader sets of customers to do influencer work, brands will converge on a new hybrid practice: consumer partner strategy. B2C marketers should read this report to understand where influencer management practices are going and how they should respond.

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