Influence and Content: How Brands Can Tap into Passion and Relevance

By Fabiane Abel

If you’re an advertiser and you think you can still treat earned media, influence, and content as separate areas, you haven’t been paying attention. Literally.

The silos between third-party media placements, social media, and content in general have come down. In this always-on, hyperconnected world, the fragmented approach is now obsolete. Given that 89 percent of people most trust recommendations from people they know, according to a March 2025 Nielsen study, marketing success belongs to those who master the intersection of these once-distinct worlds.

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Courtesy of The Association of National Advertisers