Influencer Marketing in the Attention Economy:

The session opens by reframing the influencer space—now widely referred to as the Creator Economy—emphasising its explosive growth in the era of short-form video. With platforms like TikTok and Instagram Reels reshaping content consumption, brands must adapt to fast-paced, real-feeling content to break through.

Amplified Intelligence reports that average active attention on social is just 2.5 seconds, pushing brands to focus on formats that are native, dynamic, and less polished.

The Rise and Impact of the Creator Economy:

The Creator Economy is no longer niche. Goldman Sachs valued it at $250 billion in 2023, projecting it to almost double by 2027. Influencers—more accurately described as “people of influence”—play a powerful role, particularly with younger audiences. Core’s research shows that 54% of adults under 30 say influencers are more impactful than TV or radio on their purchasing decisions.

Evidence of Impact:

Campaign results from Core clients demonstrate the power of creator-first content:

• 84% increase in average view time per person using TikTok-style copy.

• 72% higher average watch time vs. polished content.

• 171% higher completion rate than traditional video formats.

These results underscore the effectiveness of creator-driven storytelling over traditional polish.

Barriers and How to Overcome Them:

1. Lack of Strategy:
   Many businesses jump into influencer marketing without a long-term plan. Core’s Influencer Selection Framework uses weighted criteria (e.g., engagement rate, reach, D&I fit) to remove subjectivity and focus on results-driven partnerships.

2. Perceived Risk:
   While some brands fear backlash, the risk is manageable. Clear contracts, regulatory alignment, and getting to know the creator behind the content are all critical safeguards.

3. Measuring Success:
   Core prioritises rigorous planning and objective-setting from the outset, helping brands measure influencer impact—from brand awareness to conversion and ROAS.

Influencer Integration in Paid Social:

Rather than operating in silos, the speakers advocate for syncing influencer content with paid media. Benefits include:

• Extended reach beyond organic limitations (e.g., Meta’s 5% organic reach average).

• Boosted engagement via viral potential and paid amplification.

• Lower funnel success, driving conversions through direct response strategies.

• High-quality native creative that performs better on platforms like TikTok.

Case Study: An Post Book Club on TikTok:

Unpost’s award-winning influencer strategy tapped into the #BookTok community to launch Ireland’s first TikTok-based book club. Collaborations with high-profile creators:

• Increase brand affinity by 6%

• Drive 23% year-on-year growth in parcel sales

By combining community trends with authentic content and high-impact paid media formats, An Post reached a new generation while reinforcing its brand relevance.

Key Takeaways for Brands:

• Build a long-term influencer strategy—it's the difference between good results and great ones.

• Integrate influencer plans with media plans to enhance efficiency and return.

• Find your authentic space in digital communities and trends.

• Commit to consistency—an always-on strategy with key firework moments throughout the year delivers compounding brand and business gains.