Introduction

Influencer marketing is one of today's largest marketing tactics. When brand leaders realized they could recruit highly-credible experts and opinion leaders to generate awareness and consideration for their businesses, most loved the idea and were quick to adopt it into their marketing mix.

And while in less than 10 years, investment into the channel has skyrocketed (it’s expected to reach $24 billion by the end of 2024), working with creators is not without its challenges, as many brands perceive a measurement and accountability gap.

These are legitimate concerns. Without the right technology, a marketer’s ability to measure business impact is very limited – needing to rely on activity and “soft” measures like impressions, likes, and shares – which, while important, don’t have a demonstrable tie to sales and profit.

This year's key challenge will be meeting the C-suite's demand for more accountability… influencers and agencies are going to have to shift from engagement metrics into outcome-based metrics.

Rahul Titus

Head of Influence at Ogilvy

Challenges and limitations aside, no brand wants to miss out on the massive opportunity influencers and creators can afford their business.

They just need the right approach. That’s where Awin comes in.

Looking at ways to not only achieve but surpass your business goals with influencer marketing? Read on to learn:

  • The changing influencer landscape and how it’s become a powerful brand growth engine
  • How to make influencer marketing work for your business
  • How to develop the most effective influencer marketing strategy for your business goals
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brands taking advantage of the creator economy with our influencer management software, solutions and partnerships

$m

retailer revenue driven from creators in 2023

+%

advertiser investment in influencer marketing in 2023

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