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Influencing Without AI: How Creator Marketing Will Be (Re)Shaped in 2024

Influencer marketing shows no signs of slowing down in 2024 as it continues to prove its worth to brands around the globe. It’s engaging, it works and is cost-effective compared to other channels. It’s no surprise, then, that 82% of marketers report having a dedicated budget for influencer marketing, which has blossomed into a $21 billion industry.

With more budget at stake, marketers must keep pace with the trends taking shape. This year will unlock doors of opportunity, but there will also be uncertainties about the impact of political, economic and global matters. Those who plan can be prepared to maximize the value and minimize their risk.

With that backdrop, here are five trends that I expect to take shape or be more pronounced in the coming year.

Emma Chamberlain


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