The influencer marketing playbook is getting a rewrite—or at least a few new chapters added—as the lines between search and social continue to blur, creating a new frontier for brand discoverability.
To be sure, influencers have broken out of the four walls of social media, shaping search results. And the industry has taken notice. Creators are showing up in Google’s “short videos” tab and AI Overview, both of which launched last year, as well as AI Mode, which launched this May. Then in July, Meta notified users that search engines would automatically be allowed to show all photos and videos on result pages. (Per Meta, the setting isn’t new, but an in-app notification was sent to alert users as the platform continues to roll it out globally to “boost discoverability for creators and businesses.”)
All signs, for influencer marketing agencies, point to a new playbook—one that accounts for influencer (and thus, brand) visibility across the search landscape.
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