Business / Marketing
Business signals: regulation, strategy, macro links, and market structure. Topic: Marketing. Updated briefs and structured summaries from curated sources.
Why 69% of Marketers Are Doubling Down on Influencers
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Social media has become the primary channel for consumers to discover new brands and products, overtaking traditional methods. Marketers are increasingly investing in influencers to create engaging content that resonates with audiences.
- Social media has evolved into a primary discovery channel for consumers, surpassing traditional methods of brand awareness
- A 2025 Horowitz research study revealed that 50% of consumers now rely on social media to learn about new brands and products
- According to Sprout Socials 2025 poll survey, 37% of consumers prefer to check social media first for product reviews and recommendations
- The decline of traditional socialism has shifted focus to identifying creators who produce engaging content that resonates with audiences
- Marketers are responding to this shift, with 69% increasing their spending on influencers to gain trusted and scalable creative content
- Brands that are cutting budgets are not necessarily making poor choices. They are prioritizing strategies that yield immediate results
- This shift in marketing strategy creates opportunities for competitors to explore new ways to leverage social medias discovery potential