The (Hi)story of Influencer Marketing and What the Future Might Bring

Marijke De Veirman – Arteveldehogeschool

In this exploration of influencer marketing, we navigate the historical evolution, current state, and future trends in the digital realm. Beginning with an introduction to the profound impact of influencers, we delve into the origins of influencer marketing, tracing the rise of social media influencers. Transitioning to the present, we analyze the current landscape, revealing key statistics, trends, the challenges faced by influencers and brands and the ethical issues related to influencer marketing. To conclude, we examine emerging trends such as new platforms, the prominence of niche and micro-influencers, and the integration of artificial intelligence and virtual influencers.