Smoking Gun - The New Influencer Battleground Report

We’re excited to share The New Influencer Battleground, a landmark industry report from our partners at Smoking Gun that explores how parasocial psychology, storytelling and smarter measurement frameworks are reshaping the creator economy.  

As UK spend in influencer marketing surpasses £1 billion and nearly 60 % of marketers struggle to prove the channel’s business value, this research offers a practical, human-centred framework designed to help brands and creators alike design and evaluate influence with clarity and confidence.  

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Developed in collaboration with behavioural psychology experts and grounded in real campaign data, the report bridges the gap between short-term performance metrics and long-term trust, meaning and connection, making it essential reading for anyone serious about the future of creator-led marketing. 

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Head over to their page, where you can download the report for yourself:

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