This #BoFLIVE event was based on the ‘The Complete Guide to Influencer Marketing’ case study. Click here to read our full analysis.

The influencer marketing landscape has changed drastically in just the past few years. What was once a relatively small, niche industry has become a global juggernaut, and a major path for fashion brands to reach their target audiences. That growth is set to continue: Spending on influencer marketing is expected to top $4 billion in 2022 in the US alone, according to eMarketer. As new platforms, strategies and creators emerge, brands will have to adapt, especially as the Web3 era ramps up, said Natalie Wills, Zalando’s global director of marketing.

“It’s going to be more immersive, and there’s going to be more opportunities for brands and creators to collaborate.” said Wills. “With any of these new platforms that are popping up, it’s just worthwhile testing, learning, failing, trialling again and seeing what works out for you and your brands.”

Following the release of her case study “The Complete Guide to Influencer Marketing,” BoF senior editorial associate Alexandra Mondalek was joined by Wills, Thomas Repelski, co-founder of influencer marketing consultancy Lefty, and Kim Leitzes, influencer marketing firm Lauchmetrics’ managing director of APAC to discuss how the space has changed, how brands can stay agile amid the evolution, as well as strategies for conquering the barriers to entry on platforms like TikTok.

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