By Sam Bradley

The shift of advertising spend from traditional media channels into influencer media has been one of the defining marketing stories of the pandemic.

As consumers spent more time on social media – Facebook recorded a 12% growth in its monthly user base in January, while challenger TikTok has seen an 800% growth on its US userbase since 2018 – 73% of marketers have allocated more of their budgets to this sector, even as they’ve dialled back spend overall.

But with more cash being splashed around online, the need for scrutiny has increased. Harvey Cossell, group head of strategy at Read full story ›

Source: The Drum