Having matured into adolescence, and grown in size, influence is still defining itself within the world, jockeying for position among more established routes to consumers.

At the outset, many were skeptical of this approach to comms. Indeed, as social media matured, this new kind of stardom, or at least fame, was not wholly embraced. How solidly persuasive could these kids
with smartphones really be? Can they really do a better job of resonating with a target audience? And does their influence really translate into more sales?

The numbers are in, and the answer to all of these questions is unequivocally yes. In fact, it’s time to stop asking these questions all together.

Instead, we must acknowledge the role influence plays in your larger marketing mix, and how its unique success can best benefit your brand. The question is no longer if you should partner with influencers. Rather, you should be asking how to get the most out of influencer marketing in 2022.

Read on to find out everything you should know here.

Authors: Rahul Titus and Ansley Williams

Rahul Titus is the Head of Influence, UK & EMEA for Ogilvy.

Ansley Williams is Associate Director, Influencer Strategy at Ogilvy in New York.