Matters of Influence: Week of 12/6/20

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.

Featured headlines

‘Everyone is Grasping for Nostalgia and Happiness’: Why Marketers are Ringing in the Holiday Season with More Influencers (Digiday)

Requests for holiday influencer campaigns have risen 20-30 percent since last year, and understanding the topical reasons for this major shift is key to producing content that speaks to the current consumer. And right now, they want traditional seasonal cheer to distract from the non-traditional holiday this year. Brands giving influencers more creative freedom to be as festive as they can get are perfectly positioned to speak to the collective spirit of their audience, and deliver the authentic cheerful content that satisfies holiday FOMO. Influencers are producing cozy, heartwarming, nostalgic content from their own homes, making the most out of the situation and delivering seasonal joy to both brands and audiences.

TikTok is Reportedly Testing Longer, Three-Minute Videos (The Verge)

The platform made short-form video content one of the most popular social media trends of 2020—so why is TikTok testing Youtube-length videos? Nearly tripling the current limit of 60 seconds, this proposed update could considerably shake up TikTok content as we know it. This news didn’t come in the form of an official announcement from the TikTok Newsroom, but rather, a tweet from social media consultant Matt Navarra, so don’t expect to see any major changes rolling out soon. In the meantime, TikTok is still working out the divestiture deal despite the deadline passing without an extension (and no consequences for missing the due date), so the divestiture has no current end in sight. As the end of 2020 draws closer, now is the time to take a step back and look at the year in review, and plan your TikTok strategy for the year ahead.

How Can Media Buys Amplify Influencer Marketing? (Talking Influence)

The value of influencer content has the potential to extend beyond an initial post, but many marketers miss the opportunity to amplify assets with programmatic media buys. An excellent video produced by a micro-influencer might not reach beyond their small-yet-devoted audience; however, that same content can be repurposed in a number of ways. Whether you choose to use a post as paid social (on its native platform, others, or both) or as an ad across publisher sites, the value of influencer content continues to grow. Take some time to review your past collaborations—you might have missed a few hidden gems.

Featured blog

Authentic storytelling is all about capturing the world around you as it really is. What better method for that than photography? Rising BIPOC photographers in the US and abroad have a unique perspective to inspire creative collaborations and reach audiences through a global lens. Social media has made the world feel smaller, but these talented creators bring skills that transport you to the other side of the world, and showcase what makes photography amazing—heart, style, and purpose. Read more to learn about the artists we’ve uncovered, and see the world through their lenses.

Julius event spotlight

Join us, our partners at Day One Agency, and a panel of esteemed creators for an important discussion about inclusion in influencer marketing. Our panelists will discuss the state of the industry, diversifying influencer discovery, and strategies to progress the industry. Influencer marketing is ever-evolving, and it is the entire industry’s responsibility to make sure it is headed in the right direction. We’re all excited to share knowledge, tell stories, and start conversations. RSVP today, and we’ll see you on December 10th at 3pm ET!