When it comes to social purchases, influencers are perceived as much more influential than media companies. Just over 1 in 10 consumers said that content from a media company had compelled them to make a purchase on social media. Download our survey data in full here. A word on the high-level changes affecting affiliate marketing. Google鈥檚 latest core update has shaken affiliate marketing up.
Influencer marketers should be especially careful about using the technology. Authenticity has long been a key facet of influencer marketing, so creators and marketers alike need to ensure their genAI efforts don鈥檛 get in the way of that. Transparency and copyright are in flux. It鈥檚 not always easy for users to identify genAI content.