Three-quarters (73%) of marketers are allocating a greater proportion of their resources to influencer marketing than they were a year ago, according to a survey in Germany, the UK and the US by influencer marketing company Takumi.
This comes at a time of steep advertising budget cuts – WARC Data forecasts global advertising spend to fall by 8.1% this year, though social advertising is projected to grow by 9.8%. Additional data show that influencer budgets were cut by 22%in the first half of 2020, a softer rate than more established media like TV....