When you look under the hood of our chaotic, billion-dollar industry, you might expect to find a huge team of influencer marketers. Yet, Linqia’s new staffing report suggests that brands are keeping internal content creation on a surprisingly short leash.
The CPG Influencer Staffing Report from Linqia analysed 152 influencer-adjacent roles across top Consumer Packaged Goods (CPG) companies, representing over 700 brands and more than $20 billion in advertising spend.
The most important finding was that while team sizes are expanding, the way brands structure those teams remains similar: heavy on coordination, light on in-house production.
