Influencer marketing this year has seen a surge in industry confidence as some marketers post returns on their investments (ROIs) and influencer-focused companies boost measurement capabilities. The approaching holiday season could provide a key test of whether these developments translate to consumer purchases.
Stability on TikTok — one of the primary platforms for influencer activations — has helped marketers come around to the influencer space, following a well-publicized rocky period in 2020. This year, TikTok has made “enormous improvements” in terms of trustworthiness, per Kantar’s Media Reactions 2021 survey.
