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:
The long-anticipated “like ban” went live in several countries this week. Instagram’s goal is to create a “less pressurized” environment. All eyes are on how influencers will respond – many expect marketers to simply put more paid dollars behind influencer content, or to experiment more with stories and live video.
On the note of amplifying and repurposing content, MarketingProfs wrote an excellent post on negotiating usage rights for your influencer content. Influencer content can be a wellspring for engagement, and splicing and repackaging it for other social platforms is an excellent way to extend its shelf life.
Insights to digest:
The 10th annual VidCon put influencers into global headlines for a host of reasons. Brands and fans from around the world flocked to Anaheim, California, earlier this month, and the power and relevance of influencer marketing was clear. As TechCrunch puts it, “five years ago digital creators aspired to be celebrities. Now celebrities aspire to be digital creators.”
Influencer Fraud Is a Billion-Dollar Problem (Business of Fashion)
According to a report by cybersecurity company, Cheq, influencer fraud will cost marketers $1 billion this year. They estimate that 50 percent of all social engagement is “fake,” based on a survey of influencers. Though our survey found that most influencers want to act in good faith, it seems like the industry is still in the process of growing up. With $1 billion at stake, though, change might come sooner than you think.
On the horizon:
Interactive video programming, like Netflix’s Black Mirror episode “Bandersnatch,” are the next big bet in digital content. Last year, Walmart invested $250 million into Eko, an interactive video platform, with aspirations to get in on the ground floor before it “takes over the industry.” If that’s the case, you can expect influencers to start creating more interactive video content some time in the near future.
Daniel Snow, CEO of the Snow Agency, argues that there is a difference between “influencers” and “content creators.” Influencers, he says, are defined by “their ability to generate more sales and a better return on ad spending compared to your baseline performance,” while content creators lack a clearly defined audience. Indeed, brands have become more selective about the influencers they work with – and that’s fundamentally changing the way we influence on social media.
What’s Julius up to?
We’re looking for guests on our podcast! Anyone connected to influencer marketing with an interesting story to tell is welcome to apply, from marketers and influencers to the consumers of social media content. Interested? Shoot us an email at firstname.lastname@example.org to learn more.