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Social influencers can boost attention paid to brands yet erode sentiment toward video, research finds
The social media world is awash with people hawking products, services and, of course, themselves. But how much influence do the “influencer marketers” really have?
It’s a question for which there aren’t many solid answers. The detailed data is conspicuous in its absence for a sector that’s gone viral: The influencer marketing industry has reached a global valuation of around $10 billion, up from $2 billion a few years ago. There are at least 1,100 influencer marketing agencies, linking brands with influencers eager to promote them.