The World Federation of Advertisers (WFA), together with the International Council for Advertising Self-Regulation and the UK’s Advertising Standards Authority (ASA), has published a report highlighting the trends and challenges in influencer marketing. The main focus is on responsible collaboration and professionalization, as the influence of this channel continues to grow.
The most important success indicators for this type of marketing remain reach and user engagement, while only 23% of companies use sales as a key metric – confirming that brand awareness is a higher priority than direct sales results. Companies are increasingly moving away from one-off campaigns, with a growing number of brands working with influencers on a long-term basis. Marketing departments independently manage influencer projects in 54% of companies, while 79% of brands collaborate with specialized agencies.
Professionalization is also reflected in formal contracts, with as many as 70% of brands signing agreements with influencers, and 90% ensuring clear labeling of sponsorships. When selecting influencers, companies are more often seeking authentic partnerships with individuals who already use their products and share the brand’s values. Investments in influencer marketing are on the rise, requiring greater responsibility and transparency. The WFA concludes that companies are increasingly focused on building long-term, ethical, and safe partnerships that contribute to sustainable brand growth.
