The rise of influencers in brand marketing strategy

Brands are turning to social media influencers for content engagement, with sponsored feed posts up nearly 27 percent year-over-year, according to a Meltwater marketing trends report.

As brands become increasingly interested in driving both social engagement and sales, they look to social media influencers to deliver their content. According to the report, 91 percent of all sponsored post engagements in 2021 resulted from content created by micro-influencers. 

The report also found that 75 percent of brands planned an influencer marketing budget in 2021. 

This comes as healthcare marketing and advertising are increasing their use of celebrities in their campaigns. These celebrities are being used to bring attention to their causes and to reach Black and Latino people who have faced higher barriers to accessing healthcare. 

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