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Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts.
Influencer marketing has been a staple of overall marketing strategies for more than a decade, yet many brands are still treating it as an emerging way to connect to audiences. While many marketers are still wondering whether influencer marketing is here to stay or how to add it to their media mix, modern social media is already evolving to its next stage.