Influencers – to pay or not to pay?
Advertising agencies were the first to pay influencers directly from their clients’ advertising budgets. PR agencies followed suit, since they had already forged links with influencers. This trend will continue to grow, because unpaid mentions from bloggers are difficult to get. Difficult, but not impossible, because some brands continue to perform well without ever paying influencers, as their products remain highly desirable among this group.