With or without TikTok, influencer marketing will live on because it’s built on platforms where buyers spend their time.
There’s never a dull moment in influencer marketing, which faces a significant challenge this year with the law banning TikTok in the United States.
Even without the platform that made it famous, influencer marketing is now a significant channel for marketers. It’s also big business for both content creators and brands.
But how did we get here?
In this conversation with Natalie Silverstein, Chief Innovation Officer at Collectively, we cover the origins of influencer marketing, going back to long-form written content and the “Mommy Bloggers,” to the short-form video we associate with influencer marketing today.
Our conversation also covers the state of B2B influencer marketing, where the platforms are different, but the strategy is much the same: Authenticity, personality and reputation lead the way.
The post How influencer marketing became an essential marketing channel appeared first on MarTech.
About the author
Mike Pastore has spent nearly three decades in B2B marketing, as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
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