Matters of Influence: Week of 1/10/21

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Influencer marketing news moves at the speed of social media. Every platform update, algorithm tweak, and current event makes a huge difference to the influencer marketer. We’ll help you keep up.

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Health Workers Are Going Viral on TikTok for Debunking COVID-19 Myths (Time)

Professional healthcare influencers are taking COVID misinformation into their own hands by discussing facts and sharing information on TikTok. The platform offers the perfect format for doctors and nurses to reach wide audiences with conversational videos explaining concepts like vaccines to combat the spread of misinformation. Dr. Noc, a PhD scientist with over 370K followers on TikTok, explains the appeal of “homemade” content over professional, polished videos specifically for disseminating this important information, saying, “When it’s just you in front of a camera, it’s a little bit more like a conversation.” Creating content when off-the-clock from their medical careers, healthcare influencers are working above-and-beyond to end the pandemic.

Instagram Has Privately Told Some Influencers How Much to Post to Boost Engagement (Business Insider)

Social media algorithms are seemingly mysterious, but are worth taking the time to learn and understand. Instagram has privately shared a few tips with influencers for boosting their reach and engagement. They recommend that, each week, an influencer should post three traditional in-feed posts, four to seven Reels, one to three IGTV videos, and eight to ten Stories (at least two each day). Many influencers criticized these suggestions, and claimed that they were difficult to impossible to implement in full. While it may not be necessary to meet every requirement, the clear takeaway is that posting frequently is the best way to take advantage of the algorithm.


How to Create Powerful Brand Empathy (Influencive)

Now that 2020 is in the rearview, it’s no surprise that one of the most frequently-predicted marketing trends for 2021 is empathy messaging, but what exactly does that mean for brands? Bringing empathy into your brand messaging is simpler than it may seem. Understanding the questions that your audience is actually asking is the first step to answering them—even the difficult ones. Even if you can’t solve the big problems, your brand can be part of the solution by working backwards from the issues to find out what simple suggestions can make big differences. They’ll remember you if you get personal and try to help—and there’s no better impression worth making than that.


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Picture this: you’ve meticulously strategized your campaign, chosen a perfect creator, and honed your pitch. The next step is to reach out to the influencer with your idea—but what’s the best way to get in touch? There are a few ways to contact creators, but each has its own unique value and style. We’ve outlined them here so that you can decide which approach is best for you. The only thing left for you to do is make a great first impression.

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If you’re looking for an influencer to create video content, you’ll want to make sure that they’ve created video content in the past and see how it performed. If you head to the Posts tab in an influencer profile, you can comb through all of their content, and be sure to use the ‘Is:Video’ filter to see what video content they created, what platform it was on, and what engagement it received. For more about Content Search, see this Help Center article.
January 13, 2021
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