Over 50 execs have praised influencer marketing to investors in 2020 - Business Insider

Influencers have become a key talking point for some CEOs at publicly traded companies.

CEOs have described the positive impact creators have had on sales, discussed social-media ambassador programs, explained why influencers aren't a fit for their brand, and even called out individual creators like Charli D'Amelio as partners.

"For those of you who are not on TikTok, Charli is the most followed person on the platform with over 82 million followers," Fran Horowitz, CEO of Abercrombie & Fitch, told investors during the company's Q2 2020 earnings call in August. "[Dixie and Charli D'Amelio are] popular across social media with roughly 27 million and 70 million followers, respectively, on Instagram.

Executives at Levi Strauss & Co., V.F. Corporation , and Designer Brands all mentioned creator partnerships as a key tool for influencing customers and driving sales during earnings calls. "Some of this content drove our highest customer engagement and direct sales levels to date, with Instagram up 35% for Express and up 62% for ExpressMen," he continued.Many execs described projects with specific creators on calls with investors this year. Charli and Dixie D'Amelio, Marsai Martin,, Kim Kardashian West, Jenni Farley, and the podcaster Joe Rogan garnered mentions from companies like Stitch Fix, Coty Inc., and Abercrombie & Fitch.

Gary Medved, the CEO of Mace Security International , told investors that hiring influencers wasn't cost-effective for the company.

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