Influencer Marketing, PR and the Need to Prove Business Results

As brands prepare their 2027 marketing plans, the role of influencer marketing is being questioned, with a familiar organizational debate about whether it belongs to public relations, media, or marketing. This debate is happening in the United States, where brands are looking to optimize their marketing strategies.

The question of where influencer marketing belongs matters for social commerce because it affects how brands measure the success of their influencer marketing campaigns and allocate resources. Proving business results is crucial for influencer marketing to be taken seriously as a marketing channel, and brands need to establish clear goals and metrics to evaluate its effectiveness.