Marketers upped their spend on influencer marketing in 2020, as brands strived to connect with consumers in a more authentic way.

According to a Takumi study, undertaken in October 2020, 73% of marketers surveyed said they had allocated more resources to the strategy in the past year, with 60% agreeing that influencer marketing provides better ROI for brand marketing campaigns compared with traditional advertising.

But as influencer marketing becomes a more integral part of brand marketing strategy - how is it evolving?