"The data is clear," said Bob Lynch, founder and CEO of SponsorUnited. "The more endorsement deals someone takes on, the more their engagement drops. Brands are constantly seeking the next big, untapped voice - and today, that's almost always an influencer."
Brands are still entering the space for the very first time, and some brand categories are making the shrewd decision that an engaged, knowledgeable advocate has more relevant reach than, oh, Taylor Swift - and costs less.
Almost a third of brands signing deals with influencers over the last 12 months had no such deals in 2023 or 2022, indicating a significant growth in this marketing strategy.
Of all brands tracked, cosmetics and skin care saw the highest number of deals, closely followed by non-sports apparel and footwear, with L'Oreal and Walmart leading the way.
#influencer-marketing #brand-partnerships #celebrity-endorsements #engagement-trends #marketing-strategies
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