“Brands institutionalized last-click partners before influencers existed, which has caused the industry to broadly overlook first-click value drivers like influencers,” Nickeson says. “Today, last-click sites mostly decrease margins. And the argument that, well, they helped close the sale…They’re not driving new people to the brand. They’re just sitting there right before someone checks out.”
Brands are pausing last-click spend—and increasing influencer investment
But now that the pandemic has steeply dropped ad revenues across all marketing industries and simultaneously driven more eyeballs than ever to online content, brands are reevaluating the importance of digital influencers.