Over 80% of Marketers Plan to Increase Influencer Spending, but Consumer Fatigue Is Under Question
TLDR
Over 80% of marketers plan to increase influencer investments over the next year, while the article questions whether consumers are tiring of creator content.
Marketing Dive reports that over 80% of marketers plan to increase their influencer investments over the next year. It also asks whether consumers are growing tired of creator content, which frames the next phase of creator-driven marketing. The source text is brief, so the report does not add further detail on the findings.
How we got here
- Oct 23News creators face mounting obstacles to sustainable revenue through brand deals and platform algorithms
News creators struggle to build sustainable revenue through brand partnerships and platform-dependent ad income due to brand-safety concerns and algorithmic suppression.
- Oct 15Brands Turn to Higher Spending as Workaround for Influencer Measurement Gaps
Marketers facing difficulty measuring influencer campaign ROI are responding by increasing spend on influencer content amplification as a measurement workaround.
- Oct 14Social commerce conversion rates fall to 25% from 30%, DoubleVerify survey finds
DoubleVerify survey data shows social commerce conversions dropped to 25% from 30%, even as influencer marketing effectiveness and reach concerns declined among marketers.
- Sep 1Most marketers use influencers for awareness when consumers actually buy based on recommendations—and budget isn't fixing the gap
Marketers spend heavily on influencer marketing for awareness while two-thirds of consumers actually make purchases based on influencer recommendations, creating a strategic misalignment that bigger budgets won't solve.