1、THE STATE OF INFLUENCER AND CREATOR MARKETING IN 2022Influencer marketing is a popular and fast-growing segment.That is why most of the brand marketing executives we spoke with expected their budgets to increase over the next year.EXECUTIVE SUMMARYThere are multiple reasons why brands find value in

2、partnering with influencers.Some of them include their ability to expand reach on social media,to create a wide variety of content for different platforms,and perhaps best of all,their ability to engage with audiences that brands cant reach themselves.In terms of platforms,Instagram is still the cle

3、ar favorite,while second-place TikTok is growing rapidly and may one day even eclipse Instagram,let alone older players like Facebook.While marketers found it relatively easy to get metrics such as likes and shares,they had less success getting deeper metrics on the ROI of their campaigns.As such,we

4、 predict that as creators become an integral part of marketing strategies and as influencer marketing budgets grow,brands will make more extensive use of agencies to handle their influencer campaigns,relying on their expertise and their ability to bring economies of scale to the process.In addition,

5、agencies will be able to provide ways to more effectively measure ROI,thus solving another pain point.For creators,one of the great things about working with Ford is that even if someone is a micro-influencer,we have the ability to take the content theyre creating and scale it up,to get it in front

6、of much larger audiences.Influencer marketing has become one of our key channels over the past two years or so,where weve really formalized operations and measurement.The key was understanding the value of engagement that influencers could provide versus brand message.JIM PETERSBrand Content and All