Effective influencer marketing in 2020 will hinge on ‘creator’ direction

Almost half of marketers want total control over sponsored influencer posts, according to a recent study. Old habits die hard. For marketers used to masterminding a brand message and ensuring its implemented consistently, allowing influencers freedom to represent your brand, without strict guidelines, can feel like a new and daunting experience.  In the early days of influencer marketing, brands had little choice but to leave social ambassadors to interpret messages in their own voice. The ‘freebie in exchange for a post’ model was commonplace and marketers were left watching and waiting for a mention. But, as the industry has evolved…

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