This is how brands, agencies

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Platform . This includes new formats: functions and features that social networks introduce. For example, short vertical videos. When Instagram* first launched reels, they weren’t very popular. People unconsciously resisted the changes, preferring the usual static photos.

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Nobody understood how to use the new format. Then bloggers caught the wave and understood the mechanisms (even better than their developers, it seems), and brands began to implement advertising through these short vertical videos.

Managerial and marketing departments organize work with opinion leaders and within the company. They are important because they help manage team resources and budget more effectively, attract the best influencers, and achieve goals.

The main change in 2023-2024 is the transformation of the work scheme of influencer departments, which are increasingly becoming similar to sales departments. In both cases, turnover is calculated, and it is possible to conduct end-to-end analytics and track the customer's path from click to sale.

Moreover, in departments working with bloggers, it would be correct to form managers' salaries from percentages of sales through bloggers, as is practiced in sales departments. This way, they will be more motivated to conclude profitable cooperation and develop in the industry.