A shift towards performance based partnerships

Whether you consider it to be a buzzword or not, there is no denying that performance measurables are a hot topic in the influencer marketing space. Brand and creator partnerships have existed and thrived for years, but now, partnership opportunities are expanding further than that.

The launch of the Hello Partner publication in itself is a testament to the convergence of the influencer channel with more performance based marketing channels. Data and measurement have been at the forefront of many of our conversations throughout the year, especially at the Influencer Marketing Show in October, where we hosted sessions with titles such as ‘How to Measure Influencer Marketing Success’ and ‘How to Get Your Performance Teams to Respect Influencer Marketing’.

Exciting acquisitions, such as performance marketing agency, Acceleration Partners, acquiring influencer agency, Influencer Response, and boutique performance marketing firm, Volt, have set the pace for a greater focus on performance in the influencer space as we enter 2023.

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