Influencer marketing, though still nascent compared to other marketing domains, is rapidly maturing. Despite currently accounting for less than 2% of global marketing expenditure, investment in influential social media figures is surging, alongside advancements in influencer management, measurement metrics, and commercial contracting. In March 2020, Ebiquity hosted a summit, featuring a diverse panel from brands, media lawyers, marketing platforms, and agency strategists, all focused on refining influencer marketing. This guide encapsulates the summit's insights, aiding brands in enhancing their influencer engagements.

For influencer marketing to truly shine, it must be meticulously integrated into brands' overarching media strategies, backed by precise metrics, and governed by robust contracts. The essence lies in allowing influencers the freedom to generate content that resonates with both their brand and the product or service in focus.

This handbook seeks to guide brands in navigating influencer marketing, sidestepping typical missteps, and fully harnessing this dynamic marketing avenue.