Online influencers, with access to first-party data about their devoted audiences, are becoming increasingly important to brand campaigns because of new data-privacy laws and Google's decision to stop using cookies, marketers and agency executives say. It's a big shift.
“They give real data, first-party real reach, first-party views, first-party audience data to the brands,” said Igor Vaks, founder and CEO of CreatorIQ, an influencer marketing platform used by hundreds of brands to manage their campaigns, including such marketing giants as Disney and Unilever. “It means there are more real, true signals coming out of influencer marketing as a seed for the greater marketing ecosystem.
“What we see from inside is everybody is doing some kind of influencer marketing,” Vaks said. “But we’re seeing more focus on what’s common between paid influencers and your own superfans and efforts, to the point where brands are hiring professionals to run influencer programs in-house.” “Our brand clients still work with agencies, but they want to have the data, want to see the first-hand performance, and want to go back and have direct relationships with the people creating content, not just renting them for a little while,” Vaks said. “And they want to be able to compare them side to side with work from other agencies and PR efforts.”
“We’re in the greatest economic boom for influencers the world has ever seen,” said Evan Morgenstein, CEO ofand talent manager of numerous online notables. “Whether they have 10,000 or 10 million followers, they’re making money from it. Influencers are hot because businesses have no idea how to talk to consumers anymore.”
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