Involving creators to test products can boost a brand's confidence before a product launches. For creators, it offers a sense of ownership, as they are the ones who will ultimately recommend and share the product with their communities.
Creators are moving beyond just content creation to influence product development, trend forecasting, and event marketing, thereby shaping brands' strategies in more meaningful ways.
The rise of LinkedIn as a B2C channel will lead more brands to recognize the platform’s untapped potential for influencer partnerships, shifting the dynamics of creator marketing.
Edelman's report highlights that 40% of marketers now allocate a quarter of their budgets to influencer campaigns, indicating a growing reliance on influencers despite economic challenges.
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