Read the room: How consumer perception of influencer marketing is changing

It used to be that gifting your products to the most high-profile people to promote would see those dollar bills flying in. The more glam or luxe the influencer, the better. And while that might work to build awareness of your products, you might not see that convert to money in the bank. Particularly if you're targeting Gen Z. They're tired of seeing already affluent people getting a free ride, and influencers are the worst offenders of all. Instead, they're much more likely to buy brands that care about doing good. That means the traditional metrics you would use to find influencers has gone out the window. It's not longer just about reach and follower numbers, it's about messaging and engagement with the right communities. Has your brand adapted yet? In this session we'll discuss:

✅ What are the new metrics for assessing influencer impact
✅ How to understand your audience better to know who will resonate with them
✅ Where to look to find the right people
✅ Matching the message with the messenger: aligning the right content with the right influencer
✅ Examples of influencer marketing gone wrong and what you can learn from it

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