Influencer marketing has become a $12 billion industry in the US, but marketers still face challenges such as selecting the right talent, approving content and forecasting reach, according to executives from e.l.f. Beauty, Keurig Dr Pepper and the NFL.

"We're always looking for ways to do it faster and in a way that feels more real-time so that we're keeping up with the pace and the culture of the internet," says Lindsay Burstein, Keurig Dr Pepper's senior director of integrated social and communications, while the NFL's Ian Trombetta says, "The creative bar is going up in order for us to drive that organic reach and engagement."