Effective influencer marketing in 2020 will hinge on ‘creator’ direction

Almost half of marketers want total control over sponsored influencer posts, according to a recent study. Old habits die hard. For marketers used to masterminding a brand message and ensuring its implemented consistently, allowing influencers freedom to represent your brand, without strict guidelines, can feel like a new and daunting experience.  In the early days of influencer marketing, brands had little choice but to leave social ambassadors to interpret messages in their own voice. The