Weekly Roundup: Week of 06/17/2019

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Content Marketing with IGC

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Influencer marketing 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.

Stories to follow:

Sudan and the Instagram Tragedy Hustle (The Atlantic)

Social media breaks news as often as it makes news. Last week, several influencers and journalists called attention to a massacre in Sudan, including beauty influencer Shahd Khidir. As the global community mobilizes to give aid to those affected, admittedly others have tried to take advantage of public good will.

Why SeatGeek increased its influencer marketing 60% year over year (Digiday)

SeatGeek, the mobile ticket reselling app, has increased its spend on influencers by a large margin. They’re betting on influencers to differentiate them from their competition, taking a “fans first” approach to ticket sales.

And a bonus….

OJ joins Twitter… (ESPN)

He’s back, and trucking towards Twitter. OJ is taking no prisoners on his Twitter feed, replying to trolls and shedding light on his complicated history.

Insights to digest:

How Adidas is using smaller-scale influencers (Digiday)

Adidas is creating its own network of micro-influencers and brand ambassadors by empowering a diverse group of social media users. They’re striving to be the face of the “changing culture of sports,” and are getting in at the ground-level.

Influencer overload: do brands have a duty of care to their social stars? (The Drum)

Influencer burnout is a hotly contested issue. From documentaries like The American Meme to public meltdowns, the public has been duly exposed to the darker side of fame. The Drum considers the question whether their employers owe them their mental wellness.

Another bonus....

The uneven, remarkable economy of custom Twitch emotes (Polygon)

Twitch chats are inundated with emotes – custom emojis and icons that users can buy for global use, or from specific streamers.

What’s Julius up to?

Last week, we traveled to Los Angeles to present our ebook, Five Do’s and Don’ts for Working with Influencers in 2019, on stage at Social Media Week. Karin Swanson, our Head of Strategic Partnerships, discussed all things influencer marketing at the Eli and Edith Broad Stage in Santa Monica. Joining her on stage were Timothy DeLaGhetto, Tyler Grove, and Matthew Nadu, three creators with a lot to say about their influencer marketing experience.

Karin asked the influencers candid questions about their experiences with marketers – like how they built relationships with brand partners, or how they decide to work with a brand. The influencers, as they are wont to do, answered authentically, genuinely, and sometimes even comicall

Tim, when asked whether he works with brands he authentically believes in, emphatically said no. Though the marketers in the audience shook their heads in disbelief, he explained that his audience knows he does this for a living, and tell him to “go get that money.” Tim is a successful rapper, actor, and internet personality who you may have seen on MTV’s Wild 'N Out. He shared stories about his brand partnerships – the good, the bad, and the ugly – and even went so far as to say that he doesn’t need to believe in a brand to sell it, he’s just glad he’s getting paid to do what he loves.

Tyler took a more moderate approach, agreeing that while she knows what her audience enjoys seeing, she appreciates being able to work with brands she cares about. Tyler shared her experience working with COOLA suncare, a brand that she actually uses in her travels. She felt comfortable telling her audience her real, unedited feelings about the product because she had a genuine connection with the company.

Matthew shared a story about how his partnership with Travellers Autobarn, an Australian campervan and RV rental service. They gave him and a few of his friends access to a converted campervan, and asked them to drive around and create content. There were no hoops to jump through or KPIs to reach, just that he create genuine, engaging content that makes the van look good. Matthew recalled that this partnership was one of his favorite experiences ever, created by a brand looking to make headway into an American market.

Despite their varying approaches to influencer marketing, all three of our guests agreed that they enjoy when brands can give them access to elevated experiences they wouldn’t otherwise have access to. The emergent content they can create from a cool, worthwhile experience can create compelling stories for their audiences, while giving value beyond the dollar to the influencer.

Be on the lookout for the full video of the panel next week – we’ll be posting highlights as well.

June 20, 2019
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