Influencer Marketing

“Influencers will be even more effective for brands that have strong, cohesive and inspiring identities. In 2026, we’ll see a resurgence of big, bold brand design and more brand-led campaigns built specifically to be championed by creators. I also expect more brands to invest in in-house creators; talent that knows the brand intimately and can produce content with the speed, fluency and authenticity that platforms demand.”

“But there's no question that a well-intentioned influencer with high integrity and testing the products they recommend is going to drive higher sales and conversions of those products than someone that's just, you know, switching left on every product that they put in place. But you know back to the bottom line the bottom line is are consumers going to like it? Will they already do and you know will they consume more of it? I think will and will they end up buying more products? I think they will.”

“And you know because it's easy to forget everybody's a publisher. There are 300 million influencers. I don't know the number of above 10,000 followers, but it's tens of millions of them have tens of thousands of followers. And they can be very vertical. You know, it's I'm on the angling, I'm on travel, I'm on fashion, I'm on beauty. And there's always brands within those different verticals of followers that are looking to ways to influence consumers. And you know, let's not forget as consumers, I want to know the new products in in the space that I'm passionate about, whether it's photography, angling, fashion, and you know, that's the history of publishing in the in the last 300 years. So, you know, I see that it is evolving. There are platforms really sprouting up to make that world more simple. We've made a couple of bets in the sector ourselves. We may not be 100% correct, but all boats will 100% rise in that consumers will discover more. Influencers will show more and consumers will also buy more.”

“And that is with the use of certainly video AI which you know which I think is an interesting you know positive and negative um uh addition to the content creation world. you're going to have a lot of products um you know presented by current influencers to their follower group highlighting things they like things they they think are worth having and is that going to get do a positive impact to selling more products or not. Mhm. And to me I think that vertical is going to have a significant increase in spend.”