Influencer marketing is at an inflection point as brands increase spend and scale, with some allocating up to half of marketing budgets to creators. A new Global Influencer Council of marketing leaders aims to set standards in the creator economy through collaboration, transparency, and shared best practices. Scaling influencer campaigns can drive revenue, cultural relevance, and brand reputation, but inadequate resources, measurement, and speed can waste budget and surrender market share. Many companies face pressure to scale while senior stakeholders underestimate the time, effort, infrastructure, and team bandwidth required for high-impact campaigns.
Brands are doubling down on spend and scale, with some even spending up to 50% of their marketing budgets on influencers. Against this backdrop, the inaugural gathering of the Global Influencer Council highlighted both the promise and the challenges of scaling influencer marketing. The council is a new body of marketing leaders from some of the world's most iconic brands aiming to set standards in the creator economy through collaboration, transparency, and shared best practices.
How a company scales influencer campaigns can determine revenue growth, cultural relevance, and the strength of its brand reputation. But doing it wrong-without the right resources, measurement, and speed-can waste budget, stall campaigns, and surrender market share to competitors. Demand for Scale Doesn't Match Available Resources A recurring challenge raised across the council was the pressure to scale. In many companies, leadership has recognized that now is the time to invest heavily in influencer marketing, but the drive to scale often comes with insufficient resources.
Collection
[
|
...
]