More and more we seek the advice from our friends and peers via social media when considering a purchase. With the shift in buyer behaviours away from advertisements towards researching independently influencer marketing is set to play an increasingly important role for brands.
Interesting in the distinction between types of influencers, 'Brandividuals' and 'Thought Leaders'. Brandividuals are those content creators out there who are developing their own brand and focus on being well-known versus a true thought leader who expresses original thought.
Ad blocking and numbness to advertising and marketing are big issues. People trust those they know (experts, peers, and folks they’re connected to on their social networks) more than advertisers, so influencers can play a role there.