‘Influencer before brand’: For brands to succeed in influencer-driven commerce, they need to relax the creative reins

Aaron Brooks - vampTech entrepreneur and VAMP co-founder Aaron Brooks talks about the new zeitgeist in social influencer marketing, why native-creatives are a precious resource not be squandered, and how brands and marketers are still getting it wrong.

Rewind and flick through the trade press a few years back, and you might land upon any number of articles trumpeting how influencer marketing was the ‘next big thing’. And it was.

With social media still in a state of exponential overdrive, a new breed of ‘social celebrities’ were gaining the kind of audiences and bang-on demographics that brands lusted after.

Plugged in marketers gushed over the latest McKinsey reports, all citing how influencer-led word-of-mouth endorsements equated to compelling rates of higher consumer engagement and retention.

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