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Brands are shaking up the way they source and work with influencers and creators. Gone are the days of companies cherry-picking influencers for one-off campaigns based on their follower counts. Now, marketers are turning to influencers to target niche audiences with the content they produce as a long-term buy to drive both engagement and sales.
This shift in mindset means marketers have more to think about when identifying which creators should act as their brand ambassadors.
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