How brands are extending social influence and commanding cross-platform conversations

Dave Taylor, Chief Product Officer, Alliant

The days of influencer marketing as an auxiliary tactic, rather than an integrated part of a broader omnichannel marketing mix, are over. Now, with industry power player Omnicom Media Group consolidating and strengthening its influencer marketing efforts under a new brand, and Publicis putting its own stake in the ground with its recent purchase of influencer agency Captiv8, it’s clear the role of social influencers and content creators have solidified a broader scope and importance across the marketing ecosystem. 

Brands have fully embraced social media content and are pushing the boundaries on Instagram, TikTok, Meta, YouTube and other platforms to drive engagement, mainly in the form of social actions. Influencer marketing has evolved from broad-based brand awareness efforts centered around an influencer’s network into a powerful tool for precision-targeted engagement and revenue generation. 

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