Matters of Influence: Week of 7/12/20

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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.

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Instagram’s Latest Test Puts All Stories on One Page (Tech Crunch)
Instagram Stories has quickly become one of the must disruptive marketing channels on social media. Stemming from the DNA of Snapchat, this format has continued to blossom and drive conversation and connection like never before, giving consumers a new way to share and digest snackable content in almost real-time. Given the feature's success, Instagram is now toying with functionality that makes stories more discoverable from more people, all in one place.

EOS Hands Influencers the Wheel to Drive Effectiveness of its TikTok Campaigns (Digiday)
It's no secret that collaboration is key when it comes to working with influencers. However, as the practice becomes more strategic, the social platforms and cultural nuances become more complex. TikTok has taken the industry by storm, as this platform's success is largely influencer-led, which is why allowing creators to do their thing is paramount. Brands must learn to trust, especially in this platform continues to mature... or potentially go away.

Twitter Works on a New Subscription Service, Which Could Provide New Options for Prominent Users (Social Media Today)
From Patreon to YouTube Premium, social media platforms are always looking for ways to monetize content. Twitter is testing the waters with a tool called "Gryphon" and will enable select users to use it in the future. Further details are still yet to be shared, but it will be exciting to see what 'premium Tweets' look like if this comes to life.


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More often than not, when marketers consider which brands are leveraging influencers for branded opportunities, they think of Fortune 500 companies. However, it’s not just big brands that have a lot to gain from social media partnerships–startups, too, can benefit from this dynamic and engaging marketing channel. Read now.

Julius product spotlight

We know the first thing most marketers evaluate on an influencer's social presence is the Follower Count, as this is a primary indicator of the impact a potential partnership would produce. After that, most likely it's Engagement Rate, which might even be more valuable than Followers. But there's certainly more to the story than what is presented on the profile–that's why we've built the Reach Tab on Julius. See how an influencer's reach and engagement has progressed over time to ensure that the influencer is gaining popularity, is consistent, or even if there are some spikes or drop-offs that might indicate fraudulent activity. For more information on the Reach Tab, take a look at this Help Center article.
July 15, 2020
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