Over 50 execs have praised influencer marketing to investors in 2020 – Business Insider

Over 50 execs have praised influencer marketing to investors in 2020 – Business Insider

  • Influencers have become a key talking point for some CEOs at publicly traded companies.
  • Once viewed as an experimental marketing category relegated to the world of direct-to-consumer startups, CEOs at small- to large-cap companies are now regularly fielding questions about influencer marketing from investors.
  • Executives at dozens of companies have boasted to investors about the benefits of working with creators this year, according to a Business Insider review of hundreds of company transcripts powered by the financial research firm Sentieo Inc.
  • CEOs have described the positive impact creators have had on sales, discussed social-media ambassador programs, explained why influencers aren’t a fit for their brand, and even called out individual creators like Charli D’Amelio as partners. 
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Influencers have become a key talking point for some CEOs on investor calls.

Executives at dozens of publicly traded companies have crowed to investors about the benefits of working with digital creators this year, according to a Business Insider review of hundreds of company transcripts powered by the financial research firm Sentieo Inc.

Once viewed as an experimental marketing category relegated to the world of direct-to-consumer startups, CEOs at small- to large-cap companies are now regularly fielding questions about influencer marketing from investors. Over 50 public companies discussed their influencer work at investor days or during earnings calls in 2020.

Several of the businesses that highlighted influencers have struggled in 2020 as brick-and-mortar stores have shuttered due to coronavirus pandemic. Some executives at these companies
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