How influencer marketing became an essential marketing channel

There’s never a dull moment in influencer marketing, which faces a significant challenge this year with the law banning TikTok in the United States.Even without the platform that made it famous, influencer marketing is now a significant channel for marketers. It’s also big business for both content creators and brands. But how did we get here?In this conversation with Natalie Silverstein, Chief Innovation Officer at Collectively, we cover the origins of influencer marketing, going back to long-form written content and the “Mommy Bloggers,” to the short-form video we associate with influencer marketing today.Our conversation also covers the state of B2B influencer marketing, where the platforms are different, but the strategy is much the same: Authenticity, personality and reputation lead the way.Host: Mike Pastore, Editorial Director | MarTech.orgGuest: Natalie Silverstein, CIO | Collectively#influencermarketing #socialmedia #socialmediamarketing #tiktok #marketingThis podcast is produced by MarTech, a Third Door Media property.