Here's what influencers have that brands don't, according to a marketing expert

"From reproductive rights to climate change to Big Tech, The Independent is on the ground when the story is developing. Whether it's investigating the financials of Elon Musk's pro-Trump PAC or producing our latest documentary, 'The A Word', which shines a light on the American women fighting for reproductive rights, we know how important it is to parse out the facts from the messaging."

"Not long ago, the idea of getting paid to share your morning routine online would have sounded absurd. Yet today, influencers are big business: The global market is expected to surpass US$32 billion by the end of 2025. Rooted in celebrity culture but driven by digital platforms, the influencer economy represents a powerful force in both commerce and culture. I'm an expert on digital consumer research, and I see the rise of influencers as an important evolution in the relationship between companies, consumers and creators."

"Historically, brands leaned on traditional celebrities like musicians, athletes and actors to endorse their products. However, by the late 2000s, social media platforms opened the door for everyday people to build audiences. Initially, influencers were viewed as a low-cost marketing tactic. Soon, however, they became a central part of marketing strategies. In the 2010s, influencer marketing matured into a global industry."

The Independent reports on unfolding national issues including reproductive rights, climate change, and Big Tech by sending journalists to cover developing stories on the ground. Donations fund on-the-ground reporting and allow journalists to interview multiple perspectives while keeping reporting accessible without paywalls. The Independent positions itself as trusted across the political spectrum and chooses not to gate content behind paywalls, relying on reader support. Influencer marketing has become a major commercial force, with the global market projected to exceed US$32 billion by 2025. Social media enabled everyday people to build audiences, transforming influencer activity from a low-cost tactic into central marketing strategy. Agencies and digital marketplaces professionalized influencer-brand matchmaking, and regulators began to take note in the 2010s.

Read at www.independent.co.uk