This year, $1.6 billion (£1.2bn) will be spent on influencer marketing alone.
Accountability and authenticity remain to be seen.
Only 37% of consumers trust influencers as a credible source and only 15% say they truly influence their purchase intention.
Even influencers agree, with 27% admitting they feel unauthentic in supporting the products they’re more than happy to be paid to promote.
Get real
Behavioural economics tell us that consumers evaluate the authenticity of content in the newsfeed.
As consumers we evaluate the authenticity of branded content based on internal and external rationale. Is content believable? Does it represent values I wish to uphold? If I engage, will it send the right messages to my peers?
Brands need to create to meet an insatiable appetite for video. On average, consumers spend 3.8 hours per day viewing online media.
Video is the perfect mechanism with which to present meaningful and authentic branded content.
No surprise video content has become the foundation of modern marketing, with 59% of campaign marketing budgets assigned to video creation.
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