Over The Influence? The Future of Social Marketing

In 2020 brands will drop $15 billion to work with influencers, according to Business Insider Intelligence, but many of the young people that this market is meant to sway tell us that they try to avoid most influencers. In this session, marketers, social media professionals, and consumer experts will explore how the culture of influence has evolved and what this means for modern marketing. We'll explore such questions as: When do influencers actually have influence and when do they not? What influencer characteristics drive the strongest consumer engagement? What can we learn from the arc of celebrity influence? What is the intersection of social good and influence? Speakers will challenge the future of influencer marketing as the industry comes under pressure to demonstrate its impact.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

photo of Ian Schafer
photo of Melanie Shreffler
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