Digiday Research: Influencer marketing is taking a hit

Influencer marketing may no longer be the growth area it once was for marketing budgets, according to a new survey of 60 brand execs responsible for spending decisions. The survey found that 37% of brands have decreased influencer marketing expenditure over the past year. For 27%, spending has remained flat. Only 35% of respondents said they had increased spending. There are a few indications according to the survey data has to what’s going on. Selling a product by getting a famous person to endorse it isn’t exactly a new strategy.

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