Marketing Briefing: Saturation and cost concerns push brands to concentrate influencer spend on fewer creators

Brand spending on influencer marketing continues to grow, but the benefits aren’t being spread evenly. 

According to a survey of 200 marketers by influencer agency Linqia, marketers increasingly prefer to work with influencers that have sizable follower counts — defined as accounts with more than 500,000 followers. That’s causing some creators south of the half a million threshold to complain they’re being left out of the creator economy’s historic growth.

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