What the rise of AI influencers and digital twins means for marketers
Amrit VirdiWith consumers increasingly resonating with AI influencers and digital twins, what are the benefits and challenges marketers can expect from investing in the sector?
Influencers: Ad transparency and performance ‘no longer in conflict’
Amrit VirdiNew research from the ASA and IMTB reveals consumers not only prefer when influencer ads are labelled, disclosure doesn’t impact engagement.
The Marketing Week Podcast: A ‘landmark moment’ for influencer marketing?
Marketing Week ReportersIn the latest episode, we discuss what new IPA research tells us about influencer ROI and its role in a “potent modern media mix”.
‘It’s a real-life career’: How brands can promote better care of influencers
Amrit VirdiWith investment in the creator economy growing, issues around payment, welfare and inclusion are high on the agenda for influencers.
‘Creators are their own brand’: Oatly on using influencers as ‘creative directors’
Amrit VirdiWith a third of its social media now creator content, Oatly is using influencers to tap into local markets and develop the brand’s global presence.
‘Not just transactional’: Dove on the value of treating influencers as ‘strategic partners’
Amrit VirdiHaving generated organic engagement of 1 billion for its first end-to-end influencer campaign, Dove is calling on creators to embody its ‘Real Beauty’ ethos.
Creator content ‘outperforms’ industry norms for brand impact, study finds
Amrit VirdiNew research finds using creators for brand building drives long-term equity and short-term sales, outperforming traditional digital advertising.
‘Reach to relevance’: How nano influencers are helping brands drive ‘cult fandom’
Amrit VirdiShould brands looking to craft a successful influencer strategy forget follower size and harness the authenticity of smaller scale creators?
How IBM is looking to ‘enter the B2C conversation’ through influencers
Amrit VirdiB2B tech giant IBM is making use of influencers to unlock new audiences while also advocating for its own employees to promote the brand.
‘Embrace the change or get left behind’: Inside the rise of B2B influencers
Amrit VirdiIn the latest instalment of our Influencers Explored series, brands and creators discuss why influencers are central to evolving the B2B marketing mix.
‘Deeper than little sprinkles of influence’: Are creators embracing ‘professionalisation’?
Amrit VirdiIn the first of our new Influencers Explored series, we explore the “long journey” to professionalisation and how creators adjust to a corporate world.