Unilever's significant investment in influencer marketing signals a shift in advertising strategies, with plans to allocate $8.5 billion in 2023 to social media and expand influencer partnerships. However, industry experts caution that while influencers are key voices in marketing, brands must navigate the complexities of the creator economy. This includes building infrastructure, acknowledging the diverse strengths of various creators, and ensuring that brand strategies are not overly reliant on singular influencer personalities. The delicate balance between collaboration and brand alignment is emphasized as essential for effective marketing.
"Unilever gets it when they say 'influencers are the voices that matter' - but brands need to tread carefully" - CJ Daniel-Nield.
"They might not always be good at hitting a brand brief" - Anton Perreau.
"Our strategies are not dependent on a single influencer's reach or popularity" - Sarah Gerrish.
"Brands that prioritize building robust infrastructure, understanding risks and ensuring brand safety are notable partners" - Seven creator execs.
Collection
[
|
...
]