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The influencer marketing space has radically changed over the past two years.
Before 2020, influencers represented a small share of many companies’ partner marketing efforts. Then, when the Covid-19 pandemic hit and knowledge workers shifted to remote work, some brands found it difficult to create their own content. At the same time, emerging influencer platforms like TikTok grew exponentially.
In 2021 alone, the influencer market grew 42% YOY and is projected to reach a staggering $15 billion by the end of 2022.
Organizations continue to diversify their marketing spend to include partnership marketing programs.