Influencer Marketing: Trends, Insights & Pitfalls in the Creator Economy

Key Insights during lunch break

21st May 2025 at 01:30 pm (online)

Speaker:
Jenna Drenten, Associate Professor of Marketing at the Quinlan School of Business at Loyola University in Chicago

Topic:
What once started as a creative, low-cost advertising opportunity has turned into a multi-billion dollar industry. Influencers create trust, proximity and a targeted approach to target groups - a potential that brands around the world have long recognised.
But this dynamic also creates challenges:

• How do influencers maintain their authenticity in highly commercialised social media?
• How do they master the balancing act between personal brand, follower expectations and commercial success?
• How do companies create successful partnerships with influencers?

The guest editor of our new issue of NIM Marketing Intelligence Review, Jenna Drenten, took us behind the scenes of the Creator Economy in this Insights Lunch.
She highlighted not only the opportunities for businesses, but also the downsides of this fast-paced industry and shared tips and tricks for success and managing critical situations.