Author name: Aggie Meroni

In this exclusive contribution for The Executive Magazine, Meta Ads strategist Aggie Meroni examines whether influencer marketing still holds meaningful commercial value for eCommerce brands. Drawing on her experience managing paid social and creator campaigns across beauty, fashion, homeware and lifestyle sectors, she outlines the structural shifts reshaping trust, content quality and performance expectations. She explains why professional content creators are outperforming traditional influencers and how brands are adapting to a more accountable, results-driven model