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Traditional marketing certainly has its place in business, but more and more, companies are allotting for spend on influencer marketing, the term applied to working with social media influencers to promote a product or service to their typically highly engaged audience base.
“It’s massive; it’s a global phenomenon,” says Searsha Sadek, head of brand partners and human sciences at ProQuo AI. She notes that she has seen clients spend more on influencer marketing than they previously had because of how rewarding it can be for the brands that do it, though she says it’s still a minority of brands that prioritize influencer marketing over traditional marketing strategies. “When you’re buying an influencer, you’re not just buying media. So, you’re buying access to their audience, which is often one that your brand can’t get to on its own, which is really important…You’re also collaborating from a brand equity point of v