08/08/2026
Most brands and brand managers think influencer marketing fails because they chose the wrong creator. That’s rarely the real problem.
The real problem starts much earlier. Brands still spend weeks searching for creators, endless emails, scattered Excel sheets, unclear briefs, multiple follow-ups, and finally… a campaign whose ROI is impossible to measure with confidence.
Ironically, in an era where AI is transforming every function, influencer marketing still runs on manual processes in many organizations. The next wave of influencer marketing won’t be about finding more influencers.
It will be about making better decisions backed by data, automation, and intelligence. Over the next few weeks, I’ll share some observations on where the creator economy is headed, what’s broken in the current ecosystem, and how brands can build campaigns that are actually measurable.
If you manage marketing, brand partnerships, or the creator ecosystem, this series is for you.
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