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As marketers feel increasing pressure to show the ROI of every dollar spent, measuring the success of influencer marketing has become its own segment in the sphere.
“Influencer marketing has flipped the world upside down,” said Sam Saideman, co-founder and CEO of agency Innovo Management. “It has changed the way you think about putting products out into the world, and brands are realizing they can’t avoid it anymore.”
The result is a creator economy, which consists of both amateur and professional influencers, that is now valued at over $104.2