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The influencer marketing industry is on track to be worth up to $16 billion by 2022 , up from as much as $8 billion in 2019. If that statistic isn't enough to prove to you that influencers are changing the digital landscape then maybe this article isn't for you. Influencers/content creators are an integral part of many brands marketing strategy. With 80% of marketeers finding influencer marketing extremely effective it is crucial to ensure that these relationships are healthy. So what has gone wrong? What is causing so much friction in the industry? Content creators and influencers hold the key to a target audience. They also have a deeper, more personal relationship with said audience than a brand will ever have. Understanding what they like, dislike, what content works well and what will flop. They have worked hard at building authentic, organic and engaged followings. Queen of authenticity Lucy May Finnegan, you'll find her @_lucymayfinnegan on IG, spoke on how ...

Goodbye IG influencer, Hello TikTok creator. Do we know what anything really looks like any more? We are detaching more than ever from heavily facetuned ‘picture perfect’ posts. Is the influencer finally dead? Do they even influence anymore? According to a recent Facebook study ,  Engagement rates are at an all-time low across Instagram. The suggestion? To work with multiple micro/nano influencers with higher engagement rates as opposed to putting all of your eggs in one influencers basket. However, it's now time to put your teeth whitening, diet tea’s down altogether because there’s a new kid on the block.  Enter Tik Tok. Category is; authentic, fun and creative. Previously musical.ly, the platform exploded in 2019 and it doesn’t look to be slowing down anytime soon. When speaking about TikTok, seventeen-year-old creator, Priscilla described it as space where creators support each other. "The TikTok community is super supportive,” Priscilla says. “Everyone ...