Rise of the Influencers: How Publishers Should Respond

How influencer marketing lost its edge

Scroll through a TikTok feed, and you’ll eventually come across someone—usually incredibly photogenic, with perfect teeth and flawless skin—extolling the virtues of some product or another, or a restaurant, or a destination. And then another. And another. Influencer marketing is an unintended consequence of the social media revolution. Platforms like YouTube and TikTok allowed ordinary people to build followings—and, in a way, become celebrities…

Rise of the influencers: How publishers should respond

Content made by creators and influencers on social media platforms will generate more ad revenue than traditional media outlets for the first time this year, according to new research by WPP Media. Earnings from user-generated content through ads, brand deals and sponsorships is expected to grow by 20% year on year to $169.6bn (£126.3bn) globally in 2025. Creator-generated revenue is forecast to more than double across platforms like Tiktok, You…