Disregard Speculation—Influencer Marketing Is Still a Necessity in Strategies

Some wonder if there is (or was) a bubble and how that might affect marketers

A woman rests in the background with her hand on her face; a phone is in the middle of the piece with a guy coming out of the phone; in the background the word 'influencer' is written
The influencer marketing bubble has popped, and it's now a marketing necessity. Photo Illustration: Trent Joaquin; Sources: Unsplash

Between Unilever’s call to action against influencer fraud, headline-grabbing PR disasters like the Fyre Festival and the recent college cheating scandal that put the spotlight on the social media star daughter of actress Lori Loughlin, it’s no wonder some are questioning whether influencer marketing is in a bubble—one they’re speculating is on the verge of bursting.

The Business of Marketing

Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.

@SwayGroup Danielle Wiley is CEO of Sway Group.