How influencer marketing became an essential marketing channel

There’s never a dull moment in influencer marketing, which faces a significant challenge this year with the law banning TikTok in the United States.

Even without the platform that made it famous, influencer marketing is now a significant channel for marketers. It’s also big business for both content creators and brands.

But how did we get here?

In this conversation with Natalie Silverstein, Chief Innovation Officer at Collectively, we cover the origins of influencer marketing, going back to long-form written content and the “Mommy Bloggers,” to the short-form video we associate with influencer marketing today.

Our conversation also covers the state of B2B influencer marketing, where the platforms are different, but the strategy is much the same: Authenticity, personality and reputation lead the way.

More episodes:

• Voice agents will change how you think about your brand and your website
• What can marketers learn from the Savannah Bananas?
• What do C-level execs think of their GTM strategies?
• Want to really understand marketing ops? Talk to this guy
• Why it’s harder to build an audience than ever before
• AI agents will infiltrate your martech stack
• Is the way we build and measure brands changing?

Catch every episode of Conversations with MarTech here on the MarTech website, on the MarTech YouTube channel or on your favorite podcast channels, including Apple and Spotify.