Executives at SXSW highlighted the transformative role of influencer marketing in brand strategies aimed at young consumers. With declining popularity of traditional media, companies are moving towards a social-first mindset, reallocating budgets towards influencers. Julia Melle of Southwest Airlines emphasized a shift from digital advertising to influencer marketing, demonstrating effective budget utilization while achieving reach goals. eMarketer forecasts a significant 14.2% growth in U.S. influencer marketing spending by 2025, further underscoring its increasing significance in campaign strategies and brand advertising.
"The way that we look at reach is going to be different. You look at your reach through your digital media, and I see us shifting more dollars from digital ad media to influencer or creator media."
"Spending on influencer marketing in the U.S. is forecast by eMarketer to climb 14.2% year over year in 2025 to reach $9.29 billion, a rate of growth outstripping the larger social media and digital categories."
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