Unilever may be investing billions of dollars into influencer marketing, but marketers aren’t necessarily copying their playbook just yet.
When one of the world’s largest advertisers says it will now invest half of its ad budget (some $8.5 billion globally in 2023, per Statista) on social media with plans to work with 20 times more influencers, it can make waves — enough that small and medium-sized marketers rush to follow suit.
But before marketers consider doing so, they need to remember that the creator economy isn’t just another media channel but an ecosystem all its own with potential hazards along the way.
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