Keith Bendes discusses the evolution of influencer marketing, noting a critical shift from follower counts to engagement-focused metrics driven by social media algorithms. This transition, initiated by platforms like TikTok, has led users to engage more with recommended content rather than content from their direct connections. As Bendes outlines, this change means that a creator's follower count is no longer a reliable indicator of influence or content reach. The engagement paradigm now highlights the importance of shares, comments, and private interactions which are reshaping the ways brands assess influencers.
The influencer marketing landscape has shifted from valuing follower count to considering engagement and interest, as social media dynamics change, particularly with TikTok and others.
The rise of interest graphs and algorithm-driven content recommendations is redefining influence, favoring engagement over follower metrics as the key indicator of a creator's impact.
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