Matters of Influence: Week of 5/9/21

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

Thoroughly vetting influencers before choosing to partner with them requires comprehensive, reliable data. Julius offers a variety of analytics to ensure you have all the information you need, combined with useful tools to help you to make the right choice for your brand. For example, our Compare View helps take the vetting process to the next level by allowing you to see influencer data side-by-side so that you can confidently choose the best fit for your campaign. Plus, the Compare View is exportable, so you can share comparisons with colleagues and make the decision together. For more information about where and how to use the Compare View, watch the video in this Help Center article.

Creator snapshot

Born in Bombay, India, Nik Sharma (@abrowntable, 99.5K IG followers) moved halfway around the world to study molecular biology—but now, he lives in Los Angeles, California, where his background in science informs his study and passion for cooking. His most recent cookbook, The Flavor Equation, is subtitled “the science of great cooking explained,” making food science both accessible and interesting to the average chef. He is a food columnist for the San Francisco Chronicle and a writer for both Serious Eats and Food and Wine Magazine. He has won numerous awards for food-related journalism, photography, and blogging. His amazing photography has landed him partnerships with cooking and kitchen brands such as Breville, King Arthur, and American Lamb.

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Source: @abrowntable

Featured headline

TikTok Tactics: What to Know About Reaching Audiences on the Social Media Platform (AdAge)

The Harris Poll has released a report entitled “The Next Frontier: Striking Gold on TikTok,” and it’s rich with insights that can help brands craft an effective strategy for the platform. A few surprising revelations may change the way that marketers perceive the app’s audience, and adapt in order to communicate with them best. First and foremost, many people know the platform for dancing and lip-syncing, but only 36% of TikTok users follow accounts that create such content. Instead, comedy is king, attracting 71% of all users: the report states, “With Gen Z leading the way, it’s laughter, not music, that now drives TikTok’s growing user base.” Another interesting insight to note is that while the platform is typically associated with Gen Z, it’s actually millennials who drive the most purchasing power: 57% of millennials on the app purchased something featured on TikTok, as opposed to 38% of Gen Z users. And finally, 47% of all users have purchased something based on an influencer’s recommendation—once again demonstrating the value in partnering with conversation leaders to make an impact.

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