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In such a competitive, exciting industry, brands have to implement bold strategies to put their products in front of prospective customers. One of the most successful solutions is influencer marketing, according to analysis by leading influencer marketing agency, HypeFactory.

Accessible data and automation is creating a paradigm shift that is placing smaller influencers in control, according to an analysis by HypeFactory. Data insights and the scaling of influencers and advertising campaigns will mean that influencer marketing will shift from the sole collaboration of millionaire influencers to influencers with a smaller and more niche audience.

Business Matters sat down with Paulkin from HypeFactory and discovered what he had to say on the impact of global lockdown measures on influence marketing and what the future holds for the ever-changing industry.

Audiences are more willing to listen to influencers than, say, a teacher or a co-worker. This attention-grabbing quality is a key component in advertising IT products

Artem Paulkin, Commercial Director at HypeFactory, suggests that accessible data and automation is providing a paradigm shift that is placing smaller influencers in the driving seat.

Artem Paulkin, Commercial Director of HypeFactory influencer marketing agency, told how technology will make influencer marketing the main channel for brands to communicate with their audience.

Mobile apps are now a staple in the modern world and are even key for most businesses to operate. Whether a business pushes content solely through an app or uses it to provide additional services, apps are now one of the main ways that we consume content.

Projections show that by 2023, there will be over three billion gamers worldwide, and the industry's rapid growth shows no signs of slowing down. Regina Tsvyrava, Chief Operating Officer at HypeFactory, discusses how influence marketing is transforming the gaming industry.

Regina Tsvyrava, Chief Operating Officer at HypeFactory, discusses how artificial Intelligence (AI) and large scale data analysis is allowing micro-inspection of influencer marketing strategies and exposing ‘fake’ accounts.

Artem Paulkin, Commercial Director of HypeFactory influencer marketing agency, told how AI technology allows to control influence marketing campaigns with a guaranteed return on investment.