Influencer marketing has been a big part of digital strategy for years—but its impact is changing. With shifting audience trust, new platforms, micro-influencers, and evolving buyer behaviour, some brands still see great results while others feel the trend is losing power.
This question was inspired by a friend’s observation when he took note that this year, Naivas supermarkets seem to have cut down on their influencer budget as compared to what we were seeing on our screens the same time last year(2024).
Personally, influencer marketing does not make it to my top list; for some reason, it’s always in the back shelf.
Your insights can help teams understand where influencer marketing fits in today’s landscape.
What about billboards????? I can’t wrap my mind around ROI