Adweek's annual #Brandweek summit will explore the ideas behind breakthrough successes, discuss solutions to pressing challenges and explore new opportunities in the Metaverse. Join leaders from Alo Yoga, Hyundai Motor America, Frito-Lay and more, Sept. 12–16 in Miami. Sign up early to save.
There was a time when social media was considered a low-cost method for engaging with customers and prospects. With its maturation as an advertising channel, the costs of social marketing increased while engagement declined, and influencer marketing became the new tactic for engagement. Soon marketers discovered that working with influential social media users and experts didn’t just drive engagement—it had a real return in the form of high-quality leads, conversions and brand awareness.