'Brands are already changing their strategies': Experts weigh in on TikTok influencer marketing spend

The TikTok-ification has users and influencers alike up in arms. Digiday talked to experts to find out how this is affecting influencer marketing spend, and how brands are already shifting their strategies.

August 22, 2022

The TikTok-ification has users and influencers alike up in arms. Digiday talked to experts to find out how this is affecting influencer marketing spend, and how brands are already shifting their strategies. Additional coverage: If anything, a downturn is a moment when marketers rationalize where they spend their dollars and invest in the things that really work. Enter Kroger's Retail Media Network. Over the last five years there’s been a subtle but important shift to approaching new business with greater care and scrutiny and less emphasis on speed. This and more in the Digiday+ Media Buying Briefing. Criteo's chief revenue officer Brian Gleason talks about how the most renowned retargeting company in ad tech plans to compete with Big Tech in retail media. Other things to know about Last chance to enter the Digiday Technology Awards is this Friday, August 26. Don't miss this chance to gain valuable recognition as the best in tech. Advertisers value returning visitors, which encourages publishers to create authentic communities and maximize reader engagement. Sponsored by OpenWeb. Audiences are consuming gaming content throughout the day across multiple devices. With this increased gaming frequency and engagement comes a shift in how traditional media is being consumed. Sponsored by Activision Blizzard Media. Top Stories Ivy Liu Beyond Ads 'Brands are already changing their strategies': Experts weigh in on TikTok influencer marketing spend The TikTok-ification has users and influencers alike up in arms. Digiday talked to experts to find out how this is affecting influencer marketing spend, and how brands are already shifting their strategies. howdy! Platforms & Commerce 'An influx of investment': Kroger sees retail media opportunities in ad slowdown If anything, a downturn is a moment when marketers rationalize where they spend their dollars and invest in the things that really work. Enter Kroger’s Retail Media Network. Sponsored by Vericast How brands are responding to the increasing cost of marketing Brands are adapting to a world where it costs more to do business by evaluating their existing marketing efforts, refining their offers and leaning on reliable partners. Advertisement howdy! DIGIDAY+ MEMBER EXCLUSIVE Media Buying Briefing: How smart-to-market became the order of the day over speed-to-market Over the last five years there’s been a subtle but important shift to approaching new business with greater care and scrutiny and less emphasis on speed. Sponsored by Genius Sports How live sports data offers is driving increased audience engagement Sponsors and marketers targeting sports audiences are increasingly turning to live game data. howdy! Life Beyond the Cookie CRO Brian Gleason on why Criteo is 'not an ad network' Criteo’s chief revenue officer Brian Gleason talks about how the most renowned retargeting company in ad tech plans to compete with Big Tech in retail media. Advertisement Sponsored by One Trust How brands are competing by prioritizing trust and consent in their UX Brands are taking control of their customer relationships and the data they gather in order to claim trust and consent as competitive advantages. howdy! AR/VR Digiday+ Research: Ahead of a functional metaverse, how marketers are actually using AR and VR In this second installment of a research series on emerging technologies, Digiday+ Research looks at how marketers are — and aren’t — using AR and VR. howdy! Vertical Media How digital news publishers will compete for political ad dollars in this year’s U.S. midterm elections The midterms are expected to draw a historic amount of political ad spend. How will publishers compete for those dollars? All Latest Stories Navigating Economic Instability How The Washington Post’s Joy Robins is using lessons from 2020 to handle the current economic slowdown Joy Robins' role as CRO looks different than it did a year ago, but in a volatile economy, a media company's revenue sources are subject to change as well.

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