White Paper

How Insurance Is Adapting to the Explosive Growth of Social Media Influencer Marketing

As influencer partnerships become more involved with brand marketing strategies, new liability risks emerge that require specialized coverage solutions.
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White Paper Summary

The advertising landscape has fundamentally shifted as brands redirect their marketing dollars from traditional media to where consumers spend their time: social media platforms. This transformation has created a new economy of social media influencers, ranging from those earning modest side income to multi-millionaire content creators who command global audiences.

However, this rapidly growing sector presents unique challenges that traditional insurance products weren’t designed to address. As influencer partnerships become more sophisticated and widespread, both creators and the brands that hire them face potential liability exposures that can result in significant financial consequences.

The Rise of the Influencer Economy

The financial potential in influencer marketing spans an enormous range. “There’s a huge range in influencer revenue. At the top end, you have celebrity influencers earning millions of dollars. At the other end, it’s people with just a thousand followers who might earn very little money,” said Chris Cooper, SVP, U.S. Head of Media & Professions at QBE North America.

To learn more about QBE North America, please visit their website.

QBE North America is a global insurance leader focused on helping customers solve unique risks, so they can focus on their future. QBE operates out of 27 countries around the globe, with a presence in every key insurance market. QBE insurance companies are rated "A" (Excellent) by A.M. Best and "A+" by Standard & Poor's.