Introduction

2020 changed the nature of influencers, as issues ranging from the presidential election to the pandemic left Americans looking for truth. This has put the spotlight on a new breed of reliable, expert influencers.

Why it matters

Consumers’ interest in these influencers means brands need to re-appraise social media and re- orient their influencer strategies around this change.

Takeaways

• Partnering with credible sources may mean taking a stand, so brands must acknowledge they can’t be all things to all people.
• With this new context come new considerations about choosing influencers to partner with.
• Influencers are also becoming more careful...