Influencer marketing has shifted dramatically in the last few years
from a supplementary part of a brand's strategy, to one of the
initiatives with the highest ROI. In 2019, 17% of companies spent
over half of their marketing budget on influencers, and 89% said
ROI from influencer marketing is comparable to, or better than,
other initiatives. Despite the push to an influencer-first model,
brands are still struggling to source creators, measure their
effectiveness, and maintain accurate data so that their influencer
program can grow both in the short and long term.