Influencer Marketing Before vs. After 2020: Why the Old Playbook Stopped Working
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Influencer Marketing Before vs. After 2020: Why the Old Playbook Stopped Working
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The influencer marketing playbook that worked before 2020 doesn't work anymore, and much of the industry hasn't caught up.
In this episode of Field Notes, Sarah Crow and Lily Comba compare influencer marketing before and after 2020. Before, gifting reliably led to posts, creators took commission deals, and programs were built on community. Now brands deal with talent managers, flat fees, mass outreach and much more competition for creators' attention.
They get into why one-off posts stopped working, why long-term rebooking became the key to scale, and why the 2020 DTC boom made it harder to stand out. They also cover why newsletters and long-form YouTube are bringing back the original creator formats.
Field Notes is the operator's playbook for brand, creator, and growth, hosted by Lily Comba, Founder + CEO of Superbloom and Sarah Crow, Head of Creator Strategy at Superfiliate.