Influencer marketing is expanding far beyond its beauty and fashion origins. In a new piece for WARC, Juliet Howes, Influencer Marketing Director, looks at how brands in surprising categories, from professional services to premium travel and even food, are turning to creators to engage audiences once thought too specialised for the space.
Juliet highlights a shift in what influence really means today, focusing on credibility, cultural relevance and community connection rather than aesthetics alone.
The article reveals why influence now sits at the intersection of creators, communities and culture, and how non-traditional industries are beginning to seize the opportunity.
Read the full article here.
