Media Buying Briefing: Influencer marketing looks to grow with AI avatars and shoppable content

With the influencer marketing business getting more competitive, agencies that specialize in the field are testing trends from AI avatars to social commerce to find new ways to grow.

The influencer space has gotten more crowded in just a few years, which has resulted in brand expenditure spread across more influencers and reduced each’s share of dollars. It’s created greater competition among the different platforms, according to influencer platform Collabstr’s 2024 Influencer Marketing Report.

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