Angela Seits Talks About Converting Influencer Likes Into Sales

Like it or not, influencer marketing has altered the consumer journey and changed the way that consumers shop – adding yet another complication to an already fragmented landscape of digital brand-user interactions. It’s clear that influencers are driving brand and product discoverability via their content. But social platforms have been slow to catch up and take advantage of this shift in user behavior.

It’s not because creators weren’t driving value for social platforms like YouTube and Instagram. Rather, it’s because, in a pay-to-play ecosystem of social advertising, influencers were essentially cannibalising advertising dollars that could have been invested in paid social as brands temporarily found a new way to gain organic reach through creator content.