This article was first published by Digiday sibling Modern Retail
In the last few years, affiliate marketing has become more competitive, causing brands to get more creative in their quests for influencers their competitors may not have already tapped.
In turn, unexpected pairings are emerging: Mattress brands are teaming up with athletes and apparel brands are partnering with dancers, as companies rethink what a successful influencer strategy looks like. According to a 2024 Glossy+ Research Influencer Index, brands are also trying to diversify the people they work with, including partnering with creators outside of their categories to showcase products.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.