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- INFLUENCER MARKETING STAYS RESILIENT AMID ECONOMIC UNCERTAINTY
INFLUENCER MARKETING STAYS RESILIENT AMID ECONOMIC UNCERTAINTY
TLDR ~30 SECONDS⚡️
CreatorVersed Team
April 22, 2025
LATEST DEVELOPMENT
Despite economic turmoil caused by President Trump's trade policies, including "Liberation Day" tariffs, influencer marketing has maintained its position in marketers' budgets as brands seek flexibility and performance during uncertain times.
INDUSTRY TALK
"Being a content creator encompasses more than just making videos. Once you build an audience, you need to learn how to turn that into a community built on trust. If you have a community that genuinely cares for you, rallies for you, and trusts you, it's THE most valuable ingredient you have when it's time to start your own business. Videos are marketing, community is customer, and income is made on building trust. That's entrepreneurship."
BY THE NUMBERS
Economic context includes:
145% tariffs on Chinese goods currently in effect
10% global tariffs being implemented
Additional tariffs on aluminum, steel, and cars
90-day pause on further "Liberation Day" tariffs
Widespread budget reevaluations across marketing departments
MARKET RESILIENCE
Key factors include:
Influencer marketing largely spared from current budget cuts
Channel valued for both performance metrics and brand building
Built-in flexibility appealing during economic uncertainty
Marketers actively re-forecasting and replanning campaigns
Contract flexibility (the "F-word") returning as a priority
INDUSTRY PRESSURES
Challenging conditions include:
Marketers on edge awaiting potential policy changes
Ripple effects expected throughout advertising industry
Recent memory of pandemic-era budget constraints
Brands seeking contract flexibility across marketing channels
Potential for rapid shifts in tariff policies with little warning
THE BOTTOM LINE
As economic uncertainty driven by tariff policies creates anxiety across marketing departments, influencer marketing's unique combination of performance tracking, brand building capabilities, and inherent flexibility has helped the channel maintain its standing in marketing budgets—demonstrating how the creator economy continues to show resilience even as traditional advertising faces potential cuts.
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