Influencer marketing is forecasted to experience a 15% annual growth, reaching $10.52 billion by 2025. However, industry terms like 'influencer' and 'creator' are often used interchangeably, causing confusion. EMarketer differentiates these roles where influencers primarily sway consumer preferences while creators build content and audience. Annelise Campbell, CEO of CFG, emphasizes that clearer terminology could lead to stronger campaign briefs and better alignment of strengths between brands and talent. The shift in consumer perception sees these creators as alternatives to traditional media, warranting broader recognition of their multifaceted roles in marketing.
Consumer behavior is shifting, and these individuals are being seen as alternatives to traditional media, influencing the way companies approach marketing strategies today.
If brands had a better grasp on the difference, they could write stronger briefs, build better campaigns, and get better results, says Annelise Campbell.
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