This webinar explores influencer marketing, examining consumer perceptions, the impact of influencers, and how authenticity and personal connections drive brand success.

"[Consumers are] tired of being talked about and at, and want to be talked to and with. This concept has started a new era of consumer communication, where people want genuine engagement and real conversations with brands. It's a call for brands to be more human, more personal, and more genuine in their interactions."
- Sanya Chaudhry, Research Coordinator, Entertainment & Culture Marketing, United Talent Agency

Are you ready to discover how influencer marketing is transforming brand strategies and consumer connections? Join us for our latest webinar, State of the Consumer: From Influence to Impact with Suzy’s Katie Gross; Krystal Hauserman, Chief Marketing & Growth Officer and Strategic Advisor; Sanya Chaudhry, Research Coordinator, Entertainment & Culture Marketing, United Talent Agency; Dana Kowal, Senior Director of Brand Marketing & Innovation, Bumble Bee Foods, and Sami Lambert, Director of Social Media, ADWEEK.

Together, they explored the current state of influencer marketing, examining the rise of influencers from mega to micro and the power of their authenticity and personal connections in driving brand success. Discover the latest market trends, the impact of AI, and the evolving consumer preferences reshaping the industry.

3 Key Highlights:

1. De-Influencing and Mindful Consumption:
2. “De-influencing” is a trend dominating the headlines about influencer marketing and social media shopping. But do brands need to be worried? Contrary to popular assumption, this trend counters the typical influencer marketing strategy by promoting mindful consumption instead of constant buying. Influencers and brands can adapt to this shift by fostering transparency, prioritizing sustainability, and endorsing products that offer genuine value to consumers.
3. The Importance of Authenticity and Long-Term Partnerships:
4. Authenticity plays a critical role in influencer marketing, emphasizing the need for brands to collaborate with influencers who genuinely resonate with their mission and values. But what does authenticity actually mean? The partnership between EOS and Carly Jo is a great example, leveraging organic content and creator engagement. To build truly authentic partnerships, brands must invest in  long-term, co-creative relationships with influencers, which are more effective than transactional, one-off campaigns.
5. Evolution of Influencer Marketing and Gen Z Engagement:
6. Influencer marketing is rapidly evolving and brands must innovate to keep pace with changing consumer behaviors, particularly among Gen Z. Involving influencers early in product development, cross-brand collaborations, and in-person community-building events are all emerging trends brands can take advantage of to engage Gen Z audiences.

Keeping a step ahead of trends is crucial, especially when it comes to influencer marketing. With changing consumer patterns and fresh forms of digital sway, understanding the tactics that cultivate genuine relationships between brands and their consumers is essential. Seize the opportunity to unravel the complex interplay of authenticity, de-influencing, and the changing bond between influencers and consumer confidence. Watch the webinar now and join the conversation on the revolutionary path of influencer marketing!

For even more takeaways and industry insights, be sure to watch the full webinar today!

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