Brands originally used influencer marketing mainly for brand awareness or to shift their customer’s shopping behavior and overall perceptions of the brand (sometimes called brand lift). Today, we’ve moved well beyond those more limited early days. With the potential for returns of 20x the initial investment, many brands see the advantages in working with influencers, from niche to...

It can be challenging to build credibility and trust with your target audience, even without the challenges of a global pandemic. A marketing campaign, email conversation, or social media post alone can’t always create the level of brand awareness necessary to convince prospects to buy from you. Many businesses and brands have turned to social media...