In 2022, the influencer industry reached $16.4 billion. More than 75% of brands have a dedicated budget for influencer marketing, from Coca Cola’s #ThisOnesFor campaign in collaboration with fashion and travel influencers, to Dior’s award-winning 67 Shades campaign in which the brand partnered with diverse influencers to promote its Forever Foundation product line. But does investing in influencers really pay off?
|Harvard Business Review Digital Article
|Published - 24 Nov 2022