Influencer marketing: Lessons learned in the second wave and moving forward

This chapter briefly looks at the recommendations from the 1st edition to see which ones are still impacting the present day. The chapter then elaborates on three main debates highlighted in the 2nd edition concerning selection, technological disruptions and regulatory blind spots. Moving forward, key advice for future brand and agency practices when working with influencers, future professionalisation of the industry and the future of formal education and careers in Influencer Marketing are summarised. The chapter includes interviews from the UK Influencer Marketing Trade Body and the first Irish content creator degree as well as suggestions for future degree plans. The chapter concludes with calls for future research. Whilst reading the previous chapters in the book can help enhance learning and understanding, this chapter will give a summative understanding of some of key issues the industry is facing today and a roadmap going forward.