Sphere of Influence

Just when it seemed like the Age of the Influencer was winding down, the pandemic created a captive audience for a new breed of “nano-influencers.” Now, the future of social media marketing may be in the metaverse.

Isabel B. Slone

“The resale market is expected to grow eight times faster than the overall apparel market by 2026”—LAURYN VAUGHN, PAGE 14 About a decade ago, brands started shifting their marketing spends away from celebrity endorsements and toward social media influencers: seemingly normal people who had huge followings and were game to promote products on their accounts—for a price. But after years of being served ads for Flat Tummy Tea, more than a third of social media users reported unfollowing accounts due to too much promotional content. Now, brands are finding new ways to engage audiences with the shift to Web 3.0, and the influencer marketing industry is set to reach US$16 billion by the end of the year. Here, Umair Tazeem, founder of Embold, a platform that connects advertisers with influencers,…

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Canadian Business (Digital) - 1 Issue, Summer 2022

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