Bring back brand building: Influencer campaigns focused on conversion only are not sustainable
Katie Eastment, group account director at The IMPACT Agency, reflects on why conversation focused influencer marketing is not a sustainable channel, and why brands should instead focus more on the bigger picture.
Scrolling through social feeds, you’d be hard pressed to miss influencers trying to sell you something.
In Australia, influencer marketing grew 20 per cent in 2022 (to $266 million) and is on track to rise almost 16 per cent this year. With almost two in three Aussies stating they are more likely to buy from a brand that partners with a content creator they follow, these campaigns can be incredibly effective.
