Pi2

Influencer marketing has never been bigger. And the credibility lift has never been harder to earn. That's not a coincidence. It's what happens when an audience becomes literate enough to distinguish between a recommendation and a transaction.

Audiences didn't become cynical. They became better at reading the room.
They follow creators for the relationship, and they notice, almost immediately, when that relationship is being rented out.

Most brands are still writing briefs around reach and impressions. That's a visibility strategy. What actually builds trust looks different — and it starts long before the campaign does.

Our colleague, Andreea-Mihaela Gheorghiță, Social Media & Influencer Marketing Executive, wrote about what that shift looks like in practice. Read the article, in comments 👇