Emma Shuldham, Managing Director of ITB Worldwide, shares her views on which influencers brands should focus on in 2021 and how they can play a role in combating misinformation.

“An increasing movement towards conscious and inconspicuous consumerism means people are buying less and investing with more consideration. Flashy, excessive displays of wealth and gleeful unboxing videos just aren’t resonating with a population that is locked down. Engagement is a key indicator of consideration and can increasingly impact conversion but to show true resonance between talent and their audience, brands need to invest time listening to audience conversations and analysing user behaviour to create better informed strategies and relevant creative content that resonates and feels truly authentic.”

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