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.

Stories to follow:

Influencers Face Criticism for Saudi Arabia Travel #Ads (NY Times)

A few weeks ago, we shared an article about Saudi Arabia’s program to court Western travel influencers to help repair their international image. Several of the influencers they worked with are facing backlash for their participation, from onlookers, fans, and even fellow travel influencers. The criticism brings to mind the need for influencers to consider the optics beyond their paychecks, and that maybe some brand deals aren’t worth the price of admission.

These Influencers Turned Their Love of Skin Care Into a Business (The Cut)

It’s no secret that influencers are professionalizing - many see their tenuous social fame as an opportunity as foundations for business ventures. Influencers Lauren Gores and Marianna Hewitt, for example, have parlayed their skincare knowhow into a full-fledged facemask business. The Cut interviews them about their motivations, views on clean beauty, and their comfort foods.

Insights to digest:

“Therapy Influencers” Are Using Instagram to Spread Mental Health Awareness (Teen Vogue)

Mental health awareness is more than just a fad: these therapist influencers create content to normalize therapy and generate greater awareness of mental illness. They target teens and young adults to share advice and lend a helping hand with a relatable and approachable tone of voice. They believe in giving the everyday social media user the tools and resources necessary to seek out and ask for help, should they need it,.

Bon Appétit is treating editors like influencers (Digiday)

The food publication is leveraging its influential YouTube stars for more than just content. Bon Appetit is putting eight of its “Test Kitchen” stars on magazine covers to both entice new viewers and shout out current ones. Food and video go together like fish and white wine - and Bon Appetit knows this better than anyone else. Their YouTube channel boasts over 3.5 million subscribers and 50 million monthly views.

On the horizon:

The Next Generation of Menswear Designers Might Be on Youtube (Fashionista)

YouTube’s menswear channels are a hub for nuanced and informed fashion discussion. From the industry standard unboxing videos to in-depth dissertations on the future of menswear, YouTube has become a hotbed for inspired and forward-thinking fashion designers. Like the influencers who made their own facemask line, fashion YouTubers are using their platform to release their cutting edge fashion lines and designs as well.

What I Learned from Surveying Over 400 Influencers (Social Media Today)

eAccountable, a Colorado-based digital agency, released a “State of Influencer Marketing” report that surveyed over 400 influencers about their perspectives on influencer marketing. Takeaways include: the majority of influencers charge between $250 and $400 per post, influencers prefer pay-per-post rather than commissions, and that brands ought to be “influencer friendly” if they’re planning on working with them.

What’s Julius up to?

Fancy a spot of tea? Come find us at Social Media Week London, where our Head of Product Marketing, Danny Palestine, will be presenting on October 31st. Be sure to use our discount code, ldn19julius25 for 25 percent off your pass.