Influencer marketing is one of the fastest growing segments in the worlds of marketing and advertising. For better or for worse, brands and agencies continue to commit financial resources. Projections show that by the year 2020, between $5-10 billion will be spent on influencer-based programming and marketing. The high level of growth ensures that the competition to justify the budget spend will be fierce. Even as the marketing budgets dedicated to influencer marketing continue to grow, a deep understanding of the culture of influence is less certain. Influencers are already beginning to look, act and behave very differently from those who launched the phenomenon. The new currencies for influencers are purpose and power. This shift in the values throughout influencer culture presents a new challenge to brands hoping to maintain their relevance.
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