Artificial intelligence for marketers continues to dominate the news. Here are the top headlines for June 2023, which our team of influencer marketing experts update on a weekly basis throughout the month.
Influencer Marketing Best Practices and Resources
With the nature of content creation drastically changing over the past few years, it’s important that creators take a step back from the polarizing industry and reach back into their creative freedom and mindset. A good content creator is one who is creative, has technological and production skills, and knows how to cater towards their audience and build a strong and genuine connection with them. All of these factors can show through in their content as well as their engagement reporting. With the ever growing and changing industry, trust is needed between brands and their content creators. Brands need to search for creators who they know will use their creative abilities to create personalized and genuine content that will set them apart from their competitors. Doing so by leveraging on the creators’ drive to create new and “out there” content for them, their brands, and their consumers.
Why influencer marketing hits home for Gen Z – June 21, 2023
Despite its rapid maturation and growth, the influencer industry is still the new kid on the block in most advertising circles. As a member of Edelman’s Gen Z Lab and part of the agency’s influencer marketing team, I’ve seen firsthand how organizations are slowly shifting dollars away from traditional TV, radio and print ads to influencer campaigns in order to reach the digital generation, Gen Z.
Influencer Audience Insights: How Do They Benefit Businesses? – June 20, 2023
Influencer marketing generates a three-way engagement between the brand, the influencer and the influencer’s followers. Brand manager success is becoming increasingly dependent on influencer marketing, and while there is still a place for the one-way communication that advertisements deliver (for example, quickly alerting consumers to a new feature or a sale), consumers also want to be part of the “conversation” with brands today.
Influencer Marketing: Understanding The Opted-In Audience – June 15, 2023
If you’re a marketer, you’ve probably heard the term “influencer marketing” at least a million times. And whether those words fill you with existential dread or boundless optimism, the space has cemented itself as the next big thing for brands as more and more people turn toward creator content for media consumption.
Gen Z Shoppers Prioritize Influencer Recommendations and Sustainability in Clothing Purchases – June 14, 2023
Influencer endorsements and sustainable production are two of the biggest factors shaping the clothing brands that Gen Z consumers shop from, according to a new study from consumer research platform Collage Group.
How John Legend’s Loved01 is emphasizing diversity in its influencer marketing strategy – June 14, 2023
John Legend may have over 15.6 million followers, but that’s only part of the social marketing strategy for his new skin-care brand, Loved01, as it builds its influencer marketing plans. On Wednesday, the brand announced a partnership with influencer marketing platform Captiv8 to work with a diverse group of influencers aimed at democratizing skin care for individuals with complexions of color.
How to Build Long-term Win-Win Relationships With Influencers – June 13, 2023
Influencer marketing has always been around in some capacity, with big brands and superstars forming partnerships. However, social media has lowered the barrier to entry for smaller businesses. No longer do you need the name recognition of a legacy company to get all the benefits of collaborating with an influencer. Even if you’re a startup, you can leverage influencer marketing to build buzz as one-quarter of marketers do.
Influencer marketers make big bets on Cannes Lions this year – June 13, 2023
Just a few weeks ago, influencers took over the Cannes Film Festival. Now, they’re coming to Cannes Lions. As the influencer marketing industry continues to grow—expected to be worth $21 billion this year, according to Influencer Marketing Hub—so too does its presence at the annual ad festival.
Why Short-Form Creators are Prioritizing Podcasts – and How Brands are Following Them – June 13, 2023
With the rise of TikTok and the enduring popularity of short-form content, hundreds of creators have soared to digital fame with short, fast-paced video content. But increasingly, creators who began their careers in short-form video are shifting to a more dependable and lucrative source of income—podcasts.
When you think of the word influencer, you imagine a creator with hundreds of thousands of followers across social media channels promoting a brand product. Some of the world’s biggest brands to rising startups partner with influencers every day because it’s a unique opportunity to connect with new audiences. It’s a smart marketing strategy — influencers have established relationships with their followers, they have an authentic voice that brands can’t always replicate, and their recommendations prove their weight in gold.
Each week, Marketing Brew recaps what people are talking about on social media, the trends that took over our feeds, and how marketers are responding. In the bag: This one goes out to all the girls who used to steal the free makeup bags their moms got from department stores. Ulta is giving away free, hot-pink “summer totes” with select purchases, and people on TikTok are eating it up. Free bags = seemingly free content for the beauty store.
The PepsiCo brand has seemingly worked with all of the greats: Michael Jordan, Mia Hamm, Usain Bolt, Abby Wambach, Leo Messi, Serena Williams. The list goes on. But despite its ongoing push to associate with the highest-profile athletes across sports, Gatorade has taken some fairly dramatic steps in recent years to shift its sports marketing spend toward the “grassroots level,” according to Mark Kirkham, SVP and CMO of international beverages at PepsiCo.
Nostalgia: A Secret Weapon For Influencer Marketing Success – June 6, 2023
There’s a downside to focusing solely on modern trends and edgy tactics; though, while these approaches can briefly grab consumers’ attention, they may not necessarily lead to long-term loyalty and customer retention. This is where the power of nostalgia comes into play. By tapping into consumers’ emotions and memories, nostalgia has proven to be a powerful tool for brands looking to establish deeper connections with their audiences.
Today’s consumers want brands that aim to connect with them rather than talk at them. At packaged-foods company Bar-S, we respond to this need for relevance and salience by understanding that we are a household name that our consumers are proud of. This effort is exemplified in our Iconic Summer Mashup campaign that first debuted in 2021, featuring a 360-degree integrated effort surrounding a parody music video.
‘Age of Influence’: New Hulu docuseries explores dark side of social media influencers – June 5, 2023
Spend any time on social media, and you’ll likely come across content from a popular creator paid by brands to persuade you into buying a particular product or service. The concept, known as influencer marketing, has exploded in the last decade, with total spending on influencer campaigns forecasted to hit $6.16 billion in 2023 alone, according to a report from Insider Intelligence.
The Daily Scoop: Gen Z and millennials step aside, brands are flocking to ‘granfluencers’ – June 5, 2023
TikTok is gaining traction with older users, so brands are following them there, said Mae Karwowski, founder of Obviously, an influencer marketing agency that connects companies with content creators. Her agency works with Amazon and others to find TikTok influencers over 55. “Older influencers have popped in popularity recently,” Ms. Karwowski said. Over the past year to 18 months, she added, “it’s really been accelerating.”
How Influencers Drive Teenager Purchases – June 5, 2023
Influencers have emerged as a strong factor motivating teenagers to buy some merchandise. They describe merchandise on social media such as Facebook, Twitter, You Tube, Tik-Tok, Instagram, LinkedIn, and Pinterest and their stories drive purchase decisions.
Authentic Storytelling Is the Key to Influencer Marketing – June 2, 2023
As the creator economy continues to flourish—it’s now valued in the billions—influencers are building brands by being themselves and letting people into the most vulnerable, authentic parts of their lives. At Bayer Consumer Health, vp of brand integration, PR, social media and influencers Denise Vitola believes the corporate world can learn a thing or two from the influencers they partner with. Vitola was joined at Adweek’s Social Media Week by Bayer influencer partner Jamie Hess (@NYCFitFam) to discuss why authenticity and storytelling are key to influencer marketing.
5 Ways Creators Can Make Money On Social Platforms – June 2, 2023
Creators are the heart and soul of social media platforms, providing an endless stream of interest-based entertainment. As the number of creators on social media platforms has grown, so too has the competition between platforms to keep creators sticking around.
Influencer marketing in turbulent times: How to thrive amid social and political challenges – June 1, 2023
In today’s cultural landscapes, social concerns and political polarization have risen to become significant obstacles for brands. These issues have not only dominated conversations but also shaped consumer opinions and influenced their purchasing decisions. One only has to look at the recent controversy over Anheuser-Busch’s Bud Light sponsorship with trans influencer Dylan Mulvaney to see how brand partnerships can trigger unwanted consumer responses.
Artificial Intelligence for Marketers
LinkedIn launches live test of generative AI posts – June 23, 2023
LinkedIn has worked to develop a new option on their platform that allows creators and users to generate AI posts. This update allows AI to assist in creating drafted posts, turning your great ideas into well-spoken content. It does so by having you put a prompt or outline into the text box and have AI generate the first draft. The benefits of using AI to create these posts are that it is: quicker, can bring new perspectives, can generate specific tones, and can improve the content quality of the post overall. However, there is still some worry when it comes to authenticity. Creators should not be using this as an opportunity to deceive their audience of who they are, but should rather use it as a guideline to improve on their work and content.
AI Will Make Our World Unrecognizable in 10 Years – June 21, 2023
With the rapid growth of AI and the unknown future it holds, content creators, brands and agencies have a lot to consider and watch out for. A lot of creators and marketing personnels see this as an opportunity to not only jump ahead of the trend, but to take the time to think about its future implications. To look into what kind of changes it may have on the industry and what brands must do to protect themselves and their partners moving forward. The evolution of advertising and the creator community are working with the potential of AI and how it is being used to supplement creativity.
High net worth individuals are using AI to advance and navigate a unique wave of luxury, privacy, and professional networking. Luxury brands have been working to find new ways of incorporating AI into their digital work to help them deliver personalized customer experiences targeted towards high net worth influences. Using AI to help them determine best times to post, choose images, and create unique and engaging captions.AI can also be used to improve influencer marketing by allowing brands a more efficient way of identifying relevant influencers for their campaigns – this can be done when a brand leverages the machines’ learning algorithms as AI uses data from a plethora of social media platforms and can help predict influencers potential reach and impact.
TikTok Adds New AI Ad Script Generator Tool in Creative Center – June 11, 2023
TikTok has added a new AI-powered tool to help you create better TikTok video clips, with its ‘Script Generator’ — found within its Creative Center — that is able to map out video concepts based on your prompts.
The AI Influencer Marketing Benchmark Report 2023 provides an exhaustive analysis of the AI in the influencer marketing landscape, capturing insights from over 500 marketing professionals. It outlines their understanding and applications of AI in influencer marketing, its repercussions for the industry, and their forecasts for its future. This report goes beyond our annual survey, which collates critical industry data, by incorporating findings from our partners and other pertinent industry reports. The result is a comprehensive understanding of market dynamics of AI in Influencer Marketing.
How influencer agency Billion Dollar Boy is using AI to change discovery in that space – June 5, 2023
Global influencer agency Billion Dollar Boy has jumped onto the AI bandwagon, by using artificial intelligence to boost its creator platform – in particular to improve the search and discovery of influencers. Founded in 2014 by Ed East and cofounders Thomas Walters and Permele Doyle, the agency has expanded from London to Berlin, New York and New Orleans. Now focusing on growing its U.S. operations, which generated $40 million in revenue last year, the agency is experimenting with how AI can shape the creator business.
Everywhere you turn, you encounter conversations about artificial intelligence for marketers. The industry is getting into heated discussions about the impact of generative AI tools like ChatGPT. We’re all not-so-patiently debating: will these tools ultimately replace the marketing roles we know today? Or will they become invaluable aides in developing marketing strategies and completing day-to-day tasks?
Niche Influencer Partnerships Best Practices and Resources
Mission critical: How to find the right social media management tools for nonprofits – June 15, 2023
Social media is an integral part of nonprofit operations. It’s how donors and volunteers find causes they care about, and how organizations raise awareness at a local and global level. And with the right social media strategy and tools, nonprofits can amplify their mission, transform how they connect with audiences and meet fundraising goals.
How Nonprofits Can Attract And Retain Younger Donors – June 1, 2023
Nonprofit organizations rely on the generosity of donors to fund their mission and create impact. While donors of all ages contribute to these organizations, attracting and retaining younger donors can provide a nonprofit with long-term support. However, reaching out to younger donors can be challenging, as their preferences and behavior may differ from those of older donors. Therefore, nonprofits need to adopt innovative strategies to attract younger donors and create long-lasting relationships with them.
Social Media Marketing News
Tech Companies are joining in on an “Inspired Internet Pledge” that helps companies commit to measures that are designed to better protect young people who are using their apps. Pledging to create a healthier, more positive internet environment that promotes openness, personal well being, listening and acting.
LinkedIn has phased out a couple of creator features, including carousel posts, profile videos, and its in-image linking option. LinkedIn has sent a letter to creators with a brief explanation of the changes.
This could be handy – LinkedIn is rolling out a new update that will enable you to sort your LinkedIn notifications stream based on post interactions or mentions specifically, which could make it easier to stay on top of the most relevant updates in the app.
About 40 and counting school districts across the country are suing social media companies over claims that their apps are addictive, damaging to students’ mental health, and causing adverse impacts on schools and other government resources.
Social News: TikTok
TikTok’s adding another way to help brands to engage consumers, with new Interactive Add-Ons for promotions, which are essentially stickers, pop-ups, and other visual markers that invite users to engage with ads.
Social News: Meta
Meta Shares New Tips to Maximize Ad Campaign Performance – June 6, 2023
As Meta continues to evolve its ad systems, in order to mitigate rising restrictions on user data, it’s also informing new best practices to ensure that you’re getting the most out of your campaigns. A key approach on this front is Meta’s ‘Performance 5’ framework, data-backed tactics that Meta has developed to align with the latest systematic shifts, which utilize the latest tools in your arsenal to optimize performance.
Instagram chief Adam Mosseri has published a new overview of how Instagram’s ranking algorithms work, which could help you better understand how to maximize your content reach, and optimize performance in IG’s main feed, Stories and Reels.
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