"If done right, you’re creating more than just content, you are cultivating brand advocates," writes LuAnne D'Souza, Account Director, Current Global MENAT.We know influencer marketing has evolved at warp speed. What was once considered as a nice to have for leftover budgets has become an integral part of a communication strategy.
We’re in an era where consumers are sceptical of traditional advertising and are turning to influencers as a more relatable alternative. This shift in mindset is the core reason influencer marketing has become the centre of brand conversations.
Even Unilever’s new CEO, Fernando Fernandez, has acknowledged this shift saying: “Messages from brands coming from corporations are suspicious messages. Creating marketing activity systems in which others can speak for your brand at scale is very important.” And he’s
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