Look around you. Not as many people are picking up the daily newspaper or sitting through long commercials on TV. However, they do have one thing in common. Regardless of the demographic, they are scrolling social media on their phones.
According to Pew Research, 70% of Americans check Facebook daily. It’s second nature for youth to use Snapchat, Instagram and TikTok multiple times a day. That’s how they communicate, read the news, raise awareness — and shop.
So it’s not surprising that brands are allocating larger chunks of their marketing dollars to social media. And within that ad spend, influencer marketing has been on a steady