This spotlight provides a deep dive into influencer marketing, now valued at £12.5bn in 2023. With 89% of marketers rating ROI as strong or better than other channels, influencer marketing drives sales, engagement, and trust. The guide highlights industry stats, including an average £5 return for every £1 spent, with Instagram leading as the most important platform.

Effective tactics include long-term collaborations, product partnerships, and ambassador programmes, supported by authentic, niche-focused creators. Brands increasingly prioritise meaningful metrics like engagement and conversions over vanity measures. Case studies show UGC outperforming stock content, while platform-specific insights cover Instagram, TikTok, YouTube, and Pinterest.