Corus-owned creator media studio Kin Community Canada has beefed up its roster of influencers, with its first foray into verticals that have become increasingly popular in the influencer space.

Kin, one of the first Canadian content creator studios when it was founded 10 years ago, works with creators and then leverages them to engage audiences with custom content for brand partners on a variety of topics.

Dervla Kelly, SVP of marketing and So.da at Corus Entertainment, says this expansion was prompted by increased growth in the influencer space, not just in established categories like fashion and beauty, but in emerging categories such as entrepreneurship, home and DIY.

“Today consumers are turning to influencers for inspiration and recommendations on just about anything and everything,” Kelly says. “We are continually expanding our roster to include creators who focus on key segments or platforms that are growing in popularity,” she adds.

Kelly says that in 2019, the influencer industry more than doubled its 2017 market size to $8B. By next year, that number is on track to almost double again to $15B according to various industry analysts, as marketers see the power and ROI of including influencers in their media mix.

According to a study by ODM, 74% of shoppers make purchasing decisions based on social media, with many discovering brands and products after seeing them via an influencer. Tapping into someone who already has their ear is a powerful way to seize the attention of your ideal audience, and on average, businesses are making $5.20 for every $1 spent on influencer marketing, with the top 13% of businesses making $20 or more.

Kin was acquired by Corus Entertainment in spring 2019.