Matters of Influence: Week of 5/30/21

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Content Marketing with IGC

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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.

Julius product spotlight

There are many factors that can impact influencer compensation. For instance, one thing to consider is if they have a lawyer or manager to negotiate on their behalf. This is important to know because though it might make negotiations a bit more complex, it also makes things smoother, since the representation is experienced in the subject matter. The good news is that you can use the Julius ‘Has Representation’ filter to find influencers that do (or do not) have someone working on their behalf. See this Help Center article to find out where and how to use the filter.

Creator snapshot

Amanda Middleton, better known as Ava GG (, 81.2K IG followers) isn’t a traditional Instagram influencer—she’s actually an Austin-based video game streamer on Twitch, where she has over 448K followers. However, she also maintains an eclectic Instagram account showing off her many different interests, attracting followers from a variety of verticals. She loves fashion and beauty, sports bold outfits with neon hair, and has even collaborated with beauty brands like Colourpop and Elf Cosmetics. She posted travel content frequently before 2020, and has pivoted to indoor gardening and plant care since. At heart, she loves video games most, and has worked with Nintendo, Mass Effect, and Overwatch.



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4 Ways B2B Marketers Can Successfully Combine Brand and Purpose (AdAge)

Establishing and maintaining a strong brand purpose is an essential part of marketing strategy for not just B2C businesses, but B2B as well. Even if your audiences may vary, the basic guidelines remain the same, and can help you conceptualize a tactful purpose-driven marketing strategy. The first and most important element to a successful brand purpose is remaining true to your brand identity, and choosing topics that matter to both you and your consumers. Adhering to a consistent voice is another essential step to take that can help keep your marketing grounded in brand-building, and make a lasting impression on your audience. A strong brand purpose can help guide your strategy in times of change, and provide direction to both your team and your consumers that keeps your sails pointed in the right direction.


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June 02, 2021
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