Gartner for Marketers Research

Insight Report September 18, 2018

Influencer Engagement 2018

Influencer marketing is at an inflection point. The key to building a successful program is to leverage the social capital of influencers to the benefit of the brand. Certain categories, such as watches and jewelry, tend to see dramatic decreases in engagement when featuring influencers, while traditionally strong categories, like beauty and fashion, face new risks as the relationship-based tradition of influencer marketing shows its dark side.

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