Mora Discover / Topic

Influencer Marketing

Influencer marketing reset in 2024 and the post-reset version looks different. Fewer big-budget single posts, more affiliate-style ongoing relationships, more whitelisting and creator-as-ad-buyer arrangements, and a real wave of ambassador programs at brands that hadn't bothered before. The disclosure rules (FTC enforcement actions in 2024, EU DSA implementation, the platform-side disclosure surfaces) are catching up with the practice. We track the tooling (Aspire, Grin, Levanta, the Shopify Collabs ecosystem), the platform changes, the brand-side case studies, and the creator-side reports on what brands are paying for and what they aren't. The synthesis is meant for operators who run an active influencer program, not for the creator side and not for the agency-marketing-blog side. So the take is on what's working economically, not what's interesting culturally.