The article discusses how nearly 70% of companies employed influencer marketing strategies in 2021, with projections rising to 86% by 2025. Despite its effectiveness in reaching audiences, the growing trend of dark social—where users share information through private channels—poses significant challenges. Brands struggle to measure the ROI of influencer marketing as traditional tracking methods become less effective. The article emphasizes the necessity for companies to adapt to this shift in consumer behavior to maintain successful influencer partnerships in this evolving social landscape.
While influencer marketing has proven effective, the rise of dark social complicates how brands measure their return on investment and track shares.
Influencer marketing continues to grow, yet the trend of dark social is reshaping how brands connect and communicate with their audiences.
With over 60% of social media users trusting influencers over corporations, leveraging this trust is key despite the challenges posed by dark social.
Companies must navigate the dark social phenomenon to ensure their influencer marketing remains effective and that they can gauge its true impact.
Collection
[
|
...
]