Building trust in the influencer economy

Over the last decade, the digital and social media industry and influencer marketing have grown from obscurity into a worldwide influence, fundamentally changing the landscape of creation and promotion, as well as the dissemination of information and culture. Originally, industries like fashion, beauty, and travel used influencer-led advertising, but now, with the visible success of this apparently more genuine influencer marketing model, non-profits and political campaigns are jumping on board. By and large, influencer marketing has been extremely profitable. By the close of 2023, the global industry had amassed a value of approximately $21 billion, as reported by Influencer Marketing Hub.