S04 Ep97
What brands need to know when developing an influencer marketing strategy

Host Samantha Dover and her guest Rebecca McGrath explore the big themes in influencer marketing. Despite predictions to the contrary, macro- and micro-influencer marketing exploded during the pandemic and quickly became an even more competitive space for both the influencers impacting consumer purchasing behaviours and decisions and the brands with which they work. What are the factors brands need to consider when developing an influencer strategy? How heavily should authenticity and transparency be weighed? What are the benefits and drawbacks of forging long-term, collaborative influencer partnerships? And how is consumer understanding of the role influencers play in their lives evolving? Listen now to find out!

Host Samantha Dover and her guest Rebecca McGrath explore the big themes in influencer marketing. Despite predictions to the contrary, macro- and micro-influencer marketing exploded during the pandemic and quickly became an even more competitive space for both the influencers impacting consumer purchasing behaviours and decisions and the brands with which they work. What are the factors brands need to consider when developing an influencer strategy? How heavily should authenticity and transparency be weighed? What are the benefits and drawbacks of forging long-term, collaborative influencer partnerships? And how is consumer understanding of the role influencers play in their lives evolving? Listen now to find out!

Learn more about influencer marketing and buy a report today in the Mintel store.
Sign up now and become a member of the Mintel community—strategy, insights and intelligence from Mintel industry experts delivered to your inbox.

Meet the Host
Samantha Dover
Category Director, Mintel Beauty & Personal Care
In addition to her role as a host of Mintel Little Conversation, Sam spends her time identifying and analysing emerging beauty and personal care trends, writing in-depth market research reports in multiple sectors and providing expert recommendations for her clients.
Meet the Guest
Rebecca McGrath
Associate Director, Media and Technology, Mintel Reports UK
Mintel News

For the latest in consumer and industry news, top trends and market perspectives, stay tuned to Mintel News featuring commentary from Mintel’s team of global category analysts.

More from Mintel
  • Become a member of the Mintel community!
    Strategy, insights and intelligence from Mintel industry experts delivered to your inbox....
    Sign up today
  • Social Media Influencer Market Report
    The latest, most comprehensive data on, and analysis of, influencer marketing in the UK....
    Buy a report
  • Mintel Leap
    Mintel Leap is a revolutionary new AI-powered platform that will transform your research process....
    Book a demo
Subscribe to Mintel Spotlight
Related articles
March 20, 2024
In the ‘Insight to Impact with Mintel Consulting’ series, thought leaders on our Marketing Intelligence team expand on research and insights identified in…
February 16, 2024
Download Mintel’s 2024 Omnichannel Marketing Trends for FREE and browse the Mintel Store for more media and marketing research. Head over to Mintel’s LinkedIn to let us know what you…
December 20, 2023
Millennials (spanning ages 27 to 43) are currently the largest generational segment in the US, making them one of the most critical for marketers to win. Nevertheless, a feeling of…

Download the Latest Market Intelligence