Latest / Field Notes: Creator-led Growth Podcast
Influencer Marketing Before vs. After 2020: Why the Old Playbook Stopped Working
The influencer marketing playbook that worked before 2020 doesn't work anymore, and much of the industry hasn't caught up.
In this episode of Field Notes, Sarah Crow and Lily Comba compare influencer marketing before and after 2020. Before, gifting reliably led to posts, creators took commission deals, and programs were built on community. Now brands deal with talent managers, flat fees, mass outreach and much more competition for creators' attention.
They get into why one-off posts stopped working, why long-term rebooking became the key to scale, and why the 2020 DTC boom made it harder to…
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