Popularity contest: Influencer marketing

David Ward

With both video and still images, brands increasingly turn to influencers to engage millennials and gen Z.

With both video and still images, brands increasingly turn to influencers to engage millennials and gen Z.

Influencer marketing is undergoing an image makeover. Once considered a reliable method of leveraging mommy bloggers, DIY experts, foodies, and hobbyists on channels such as Pinterest and Facebook to reach enthusiast audiences, influencer marketing has evolved into not just a viable, coveted profession but a cultural touchpoint as well.

Brands are realizing that influencers could be one key to reaching those millennials and gen Z audiences who have grown skeptical of traditional advertising, but who view the content creators they follow on Instagram...

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