PMG Digital Made for Humans

Angela Seits Wants Influencer Marketing to Grow Up in 2020

2 MINUTE READ | December 20, 2019

Angela Seits Wants Influencer Marketing to Grow Up in 2020

Author's headshot

David Gong

With PMG since 2012, David Gong has led marketing initiatives at PMG, drawing on his past experience at agencies, publishers, and industry partners.

Making Headlines: PMG’s Angela Seits in WWD on “Is 2020 the Year of the Influencer Marketing Glow-Up?”

In a provocative op-ed recently published in WWD, PMG’s Angela Seits talks about how this year we saw influencers effectively yield the unique and opinionated POVs that gained them huge followings in pursuit of sponsorship dollars and prestige, and what she predicts and wants to see influencer marketing in 2020.

In her piece, she wrote that “2019 could be described as the year that influencers oversaturated our feeds with branded distribution.” That ‘natural, authentic’ video you just watched? It was likely manufactured by a prescriptive brand brief, at least three rounds of edits and a $50,000 price tag. It doesn’t seem quite fair to call it a “collaboration.”

She warned that “consumers are engaging less with content that feels manufactured, and there is a growing fatigue with inauthentic, aspirational influencer clichés.” In 2020, savvy marketers would be wise to keep in mind that “influencers know how to create content that audiences love” but they can “no longer accept blanket statements like ‘You need to trust the creator’ at face value.'”

Stay in touch

Bringing news to you

Subscribe to our newsletter

By clicking and subscribing, you agree to our Terms of Service and Privacy Policy

Read the full article to get Angela’s unique insights that are valuable regardless of whether you see influencer marketing being a branding play, or an increasingly measurable and performance-driven approach.

Related Content

thumbnail image

Campaigns & Client WorkSocial MediaProgrammatic AdvertisingCreative DesignStreaming & VideoStrategyDigital MarketingCompany News

PMG Partners with Old Navy to Create a Fully Inclusive Shopping Experience with BODEQUALITY

4 MINUTES READ | August 20, 2021

thumbnail image

Social MediaStreaming & VideoPlatforms & MediaConsumer Trends

The Year of Streaming, and the Decline of Communal Experiences

7 MINUTES READ | March 17, 2021

thumbnail image

Consumer TrendsStrategy

October Brings Fresh Perspectives on Economic Sentiment, Consumer Confidence

8 MINUTES READ | October 6, 2020

thumbnail image

Consumer TrendsSocial MediaStrategyPlatforms & Media

What to Know About Reddit

5 MINUTES READ | October 1, 2020

thumbnail image

Will Instagram Reels Overtake TikTok?

4 MINUTES READ | August 7, 2020

thumbnail image

Why You Should Tap TikTok Influencers Now

4 MINUTES READ | July 29, 2020

thumbnail image

What to Expect During Big Tech’s Big Week

5 MINUTES READ | July 27, 2020

thumbnail image

Understanding the Recent TikTok Tensions

7 MINUTES READ | July 14, 2020

thumbnail image

Understanding the Genius Bar Index

4 MINUTES READ | July 13, 2020