Why influencer marketing needs to be seen as its own media channel
Fabulate’s Ben Gunn argues the days of influencer marketing being seen as a support channel for other paid media are over.
It wasn’t all that long ago that we knew exactly where influencer marketing stood within the marketing mix for a major brand campaign.
The influencer component of the campaign, if there even was one, would be there to help amplify the other paid media channels. Often running alongside any paid public relations strategy aimed at earned media.
If we’re honest, it was a relatively small component of the wider budget. Often, it was there to create ‘noise’ on social media while complementing the channels such as TV, radio, print and outdoor that were doing the so-called “heavy lifting” and driving the brand’s return on investment.
