Influencer marketing faces challenges in 2023, notably the threat of a TikTok ban in the U.S., but remains a vital channel for brands and creators. The discussion with Natalie Silverstein tracks the evolution from early online content pioneers, like 'Mommy Bloggers', to today's focus on short-form videos and the need for authenticity in both B2C and B2B marketing. As platforms change, the core strategies of leveraging personal authenticity and reputation persist, highlighting the resilience and importance of influencer marketing in the digital landscape.
Natalie Silverstein notes that influencer marketing has evolved from long-form content and 'Mommy Bloggers' to the modern emphasis on authenticity and personality in social media.
Despite the significant challenge posed by the potential TikTok ban in the U.S., influencer marketing remains a lucrative channel, proving its adaptation and importance.
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