The influencer marketing industry experiences changes and developments at lightning speed. The Motherhood’s team of experts curates the latest headlines for marketers – check back throughout the month for more!
Influencer Marketing Industry Resources
One in five social media users consider themselves an influencer or content creator – August 30, 2023
76% of self-proclaimed influencers say they earn enough money from social media content creation and advertising to support themselves without other work.
54% of consumers tend to follow their favorite content creators across all the social media platforms they post on.
Social media personalities who create content based on broadly appealing topics, such as food (41%) and entertainment (41%), tend to have the most interest from followers.
Inside Threads’ First Month of Influencer Brand Deals and What’s Next – August 29, 2023
Within just a few days of the launch of Threads, Adam Rose became the first content creator to share a sponsored post on the Meta-owned platform, teaming up with Hulu to promote its “Futurama” reboot. Last week, the comedian, actor and writer broadened his sponsored Threads content through a new partnership with VPN service provider Surfshark.
How is Influencer Marketing Shaping Brands Across Categories? – August 28, 2023
During discussions about the significance of influencer marketing in the present day, representatives from diverse industries including beauty, cosmetics, finance, real estate and food, highlighted the integral role influencers play in their businesses. They stressed that instead of limiting influencers’ creativity, they provide them with products to explore and incorporate into their content creation process.
How social influencer marketing shapes consumer behaviors – August 25, 2023
An influencer can have authority, expertise, or relationships with an audience and can have a great effect on their purchasing decisions. Social Media influencers are able to connect with their fans on social media platforms where they can share content and promote products and services they find valuable. They are able to impact consumer behavior due to the trust they have built with their followers, their knowledge in specific niches, and people’s perception of their authenticity and reliability. Many brands use social influencer marketing tactics to help build their brand awareness and draw attention to their products and services as influencers can help nurture brand loyalty and improve customer retention, creating a community for the brand and their customers.
Bud Light debuts NFL campaign amid continued fallout – August 24, 2023
Bud Light is hoping the NFL can help it win back drinkers following months of falling sales. The beer brand has rolled out an ad titled “Easy to Sunday,” which follows its “Easy to Summer” campaign. According to Bud Light, it’s one of the brand’s largest NFL campaigns to date and will air in 15-, 30-, and 60-second increments throughout the season.
This NFL season, fans will be seeing something new on the players’ jerseys, and it’s not sponsor patches (yet). It’s the number zero. The league’s owners voted in March to allow players (outside of linemen) to wear No. 0, a move that seems to have sparked at least some excitement among athletes, with a dozen having picked the number as of June, according to CBS Sports. There’s at least one brand that’s enthusiastic about the change, too.
How Pepsi turned the NFL’s decision to allow players to wear No. 0 into a marketing opportunity – August 23, 2023
In today’s hyper-connected digital age, social media has become an integral part of our daily lives. From scrolling through captivating visuals on Instagram to engaging in thought-provoking discussions on X (formerly Twitter), billions of people across the globe are actively using social media platforms. And with a new platform popping up every so often, businesses must keep up. This presents an opportunity to connect with their target audience, build brand awareness, and drive exponential growth. Let’s explore marketing strategies that harness the power of social media to propel your brand to new heights.
Yes, influencers can steer people to your store – if you do this – August 22, 2023
There is no denying in the current climate that high street retailers face a grave challenge. There is equally no denying that influencer marketing is going from strength to strength. It has evolved over the last decade, often recreating itself, and it is now a larger and more indispensable part of the marketing mix. So, is there some correlation?
Is Influencer Marketing a Trendy or Smart Strategy? – August 22, 2023
Around 2003, many businesses were built by buying pay-per-click (PPC) ads on the cheap. A similar opportunity exists today, but this time around, social media influencer marketing is the trendy strategy. It’s a strategy to which advertisers — including small businesses — are paying close attention.
Welcome to a new era where ROI means Return on Influence – August 22, 2023
Affiliate marketing in influencer programs is a well under-utilized tactic by most brands. This is because they aren’t using incentives for influencers as they are more focused on driving engagement and awareness rather than overall sales. As the influencer marketing industry continues to grow, brands are working to build deeper connections with influencers through the sales they generate. By applying affiliate thinking to influencer selling, brands would be rewarding creators for the value they deliver as well as incentivize them to keep doing it.
Tok of the town: The Lipstick Lesbians boost ‘beauty literacy’ on TikTok – August 14, 2023
In December 2022, Alexis Androulakis was weighing leaving the beauty industry after more than 15 years. That was until her wife, Christina Basias, posted a series of videos she had filmed of Androulakis on TikTok playing her favorite beauty retail game: trying out products and guessing (almost always correctly) where they were manufactured. And millions of people watched.
What Gen Z Wants from Influencer Marketing and Brand Social Media – August 18, 2023
Gen Z has remained a highly sought-after consumer demographic among brands for the better part of a decade, driving marketers to develop campaigns and social strategies designed to resonate specifically with this age cohort. But many marketers have continued to fall short when it comes to connecting with Gen Z—and it’s often due to the simple fact that rather than working with Gen Z to craft those campaigns and social media posts, marketers look to agencies and consultancies speaking on behalf of these younger consumers.
The Need For Big Data In Influencer Marketing Strategies – August 17, 2023
Social media is one of the largest sources of data in the world. Every minute, users post 1.7 million pieces of content on Facebook, upload 500 hours of video on YouTube and share 66,000 photos on Instagram. Every like, share, follow, view and click for this content is captured, creating a real-time database of digital behavior.
How to do it: A case study in microinfluencers – August 16, 2023
Staying ahead of the competition is both a challenge and an objective for every business. As brands strive to connect with their target audience, traditional marketing tactics often fall short in the face of ever-evolving consumer preferences along with the ever-growing presence of social media platforms. So how do brands make the most of their presence in the digital world to stay ahead of competitors? Enter micro-influencers, the game-changers of social media and influencer marketing.
How to Do Influencer Marketing the Right Way in 2023 – August 16, 2023
At the beginning of this discipline, the only “influencers” available for hire were celebrities in radio, print or television commercials — an expense seldom affordable to small businesses and marketing agencies.
How To Ensure A Successful Partnership In Influencer Marketing – August 15, 2023
In a landscape heaving with PR, creative and integrated marketing agencies vying for your influencer marketing business, it can feel increasingly overwhelming to parse through scores of websites and proposals. Constant vigilance and choosing a partner who seamlessly understands and integrates the functions of PR, paid and earned influencers, media and creative is essential to ensuring that your influencer program is effective and frankly, honest.
Amplify Trendjacking Efforts With Influencer Marketing – August 15, 2023
As brands navigate the ever-evolving world of modern marketing, they’re always on the hunt for fresh strategies to engage consumers and outpace the competition. Enter trendjacking: the art of syncing marketing campaigns with the latest trends and pop culture buzz. It’s all about seizing the moment and placing a brand smack dab in the heart of the chatter. Amplify this with influencer marketing, and trendjacking can become a true game changer.
Holiday marketing strategies – how brands and creators can work together this season – August 15, 2023
According to a new survey from creator marketing platform Collective Voice, nearly 50% of influencers are already mapping out their social media content for the holiday season. As well as over a quarter of creators reporting that they begin planning their holiday-themed content before the end of July. Meaning that marketers need to consider the role of influencers in their upcoming holiday campaigns before they run out of time to secure sponsorships.
The ‘true human influencer’ manifesto: leveling up influencer marketing measurement – August 15, 2023
True human influence is what we achieve when we build meaningful relationships between brands, creators, and audiences. Human influencers can propel a brand and their creators into a space where audiences are more receptive to them. Working with influencers is no longer a short-term tactic, but a critical creative and marketing long-term strategy. When it comes to measuring true human influence, existing measurement techniques around audience response and conversion need to be adopted more widely. These measurements are a crucial part of the fundamental practice in building creator campaigns and partnerships, providing brands with full visibility of the impact of those campaigns.
Perfectly imperfect Flintstones Vitamins campaign celebrates the reality of parenting – August 10, 2023
Flintstones Vitamins has recently launched their “Made for Real Growth” campaign designed to absolve parents of the pressure to be perfect. Demonstrating the beauty and reality of growing up. The company’s campaign will include branded content from a network of content creator families showcasing unscripted, unedited, and imperfect videos of their everyday life. Flintstones is “…reshaping its marketing strategy to resonate more deeply with parents” and pushing against the projection of unrealistic expectations and images of parenthood in the media.
UGC is growing—but can it overtake traditional influencer marketing? – August 9, 2023
Influencer rates are rising, brands are seeking communities, and people—particularly Gen Z—are growing wary of influencers’ promoted products. In response, some marketers—particularly those in the CPG and retail space—are banking on user-generated content (UGC) to reach social audiences, encouraging people without huge followings to post about products in what may appear to be more authentic than influencer posts while also likely saving money on rates.
5 Ways to Stop Wasting Money on Influencer Marketing – August 9, 2023
In the world of social media marketing, user-generated content and influencer collaborations are known tools to boost brand promotion organically. They hold the potential to connect with audiences on a deeper level, build trust and drive substantial business growth. However, while these strategies can be powerful, achieving exceptional returns isn’t a given. Brands must navigate the intricacies of influencer marketing to realize its true potential and secure the fastest and most effective return on their investment.
Marketing Briefing: Why concerns of influencer marketing oversaturation are overblown – August 8, 2023
As influencer marketing continues to mature, a common concern has bubbled up: Oversaturation. If more and more young people want to become influencers (they do) and more accounts are garnering major followings (they are — nearly 40,000 accounts on TikTok have over a million followers), then could we be nearing some kind of influencer marketing tipping point?
Back-to-school 2023: Can marketing transcend the turbulence? – August 8, 2023
As back-to-school season reaches its peak, brands like American Eagle and Amazon are working hard to find ways to make sure they stand out strong this year. Forecasts project that consumer spending this season will drop, making it important for brands to really market on the value of their products to capture the share of consumers’ modest budgets. Capitalizing on nostalgia and family traditions to bring in family’s looking for a place to do their back-to-school shopping. American Eagle has recently launched its new denim-centered marketing campaign with a ‘90s-inspired clothing collection influenced by past champions of fashion looking to utilize Gen Z’s interest in the decade rewind.
Do Your Homework: The Strategy Behind Effective Creator Marketing – August 7, 2023
One aspect of the marketing industry that I love the most is its unwavering ability to constantly evolve and change with culture, consumer behavior and the overall digitization of the world we live in. Nothing we do today is done the same way we used to do it, and influencer marketing is certainly no exception. In 2023, influencer marketing is expected to grow into an astonishing $21.1 billion industry, a 1,200% increase from $1.7 billion just seven years ago.
Influencer Favorite E.l.f. Beauty Outpaces Industry Leaders In Earnings—Here Are TikTok’s Most Talked-About Makeup Brands – August 4, 2023
The makeup brand loved by influencers, e.l.f. Beauty, this week reported its 18th consecutive quarter of sales growth and market share gains, pointing to a marketing strategy that’s paid off as the brand continues to partner with big-time social media personalities like Meredith Duxbury, Nabela Noor and Mikayla Nogueira.
Creator Monetization: Diversifying Income Streams And Opportunities – August 4, 2023
For content creators and influencers, monetization is one of the key elements of establishing and growing a brand. And as the influencer marketing industry grows, the monetization landscape is shifting, unlocking new opportunities for creators to generate income. Creators are increasingly moving beyond brand sponsorships to avenues like subscription services and selling their own products.
Partnering With an Influencer? Consider These Factors First – August 3, 2023
With around 72 percent of Gen Z and Millennials following influencers on social media, it’s difficult to deny the powerful reach influencer marketing can have on such a large portion of the consumer population. Influencers not only boast an established audience of viewers, but they also possess a unique, loyal and trusting relationship with their audience members — something a brand may have difficulty achieving on its own. Naturally, more and more brands are looking to partner with influencers to help sell and promote their products; however, doing so shouldn’t be an impulse decision.
Why Influencer Marketing Isn’t Just for Consumer Brands – August 3, 2023
With social media flooded with influencer campaigns for beauty products, fashion, and toys, you’d be forgiven for assuming that influencer marketing is reserved for consumer brands. However, there’s a ‘real world’ side to influencer marketing, which is potentially game-changing for B2B businesses. Influencers are everywhere, in every sector, and there’s a huge untapped potential in B2B audiences.
Why State Farm used influencer marketing to attract Gen Zers to its video game competition – August 1, 2023
State Farm (yes, the insurance brand) worked with creators to generate buzz around its video game competition in June to reach millennials and Gen Z gamers. State Farm created Gamerhood, a game series that pits users against each other, in 2022. To invest in that offering this year, the brand hired big gaming streamers including Tyler “Ninja” Blevins and his wife, Jessica Blevins, as well as Ludwig (Ludwig Anders Ahgren), Typical Gamer (Andre Rebelo), and Krystalogy (Krysta Eason) to compete in Gamerhood and promote it on their own Twitch streams.
AI for the Influencer Marketing Industry
Why virtual influencers have died off despite the AI boom that has a chokehold on the industry – August 31, 2023
The generative artificial intelligence boom has the advertising industry enamored. Agencies and platforms are cranking out new tools and capabilities to dazzle marketers. However, virtual influencers — buzzed about up until late last year with the rise of Web3 and the metaverse — seem to have fallen out of favor.
How Neuromarketing and AI are Converging to Strengthen Ad Campaigns – August 30, 2023
GlassView, a marketing firm with a penchant for neuroscience, uses high-tech headbands to measure the brain activity of consenting individuals. For a January campaign for Travel Texas, GlassView fed this data into an AI model, which detected patterns in how people were emotionally responding to ads. The media strategy was adapted accordingly, leading to a 97% increase in tourists to the state, the firm reported.
The impact of ChatGPT on influencer marketing campaigns – August 7, 2023
Influencer Marketing has become a popular and effective strategy used to leverage the reach and credibility of influencers. With its continuous growth, brands are looking for new ways to drive consumer engagement, enhance brand visibility, and reach a larger audience. As ChatGPT grows in usage in the influencer marketing world, many look at the effects of ChatGPT and its potential to completely revolutionize influencer marketing. Incorporating AI technology to help marketers and influencers spark creativity, execute tasks, reach new target audience, and drive consumer engagement.
The ethical and legal considerations of influencer marketing and AI photo editing tools – August 3, 2023
The potential of AI tools like ChatGPT have been getting harder and harder to ignore in the influencer marketing industry as the technology grows and integrates itself into the workforce. However, despite all the benefits, it’s hard to ignore its potential legal issues such as privacy, bias and discrimination, plagiarism, and intellectual property violations. The misuse of AI photo-editing can lead to a misrepresentation and expose influencers to a plethora of consequences. Most of these issues revolve around the power of Authenticity and peoples concerns with a lack of transparency from influencers who may use these tools.
Instagram is working on labels for AI-generated content – August 2, 2023
Instagram appears to be working on new notices that would identify when AI has played a role in creating content on its platform. App researcher Alessandro Paluzzi, who frequently discovers new Instagram features before they’re officially announced or released, has posted a screenshot of a page in the Instagram app that reads “the creator or Meta said that this content was created or edited with AI.” The specific notice notes that in this case it’s an image that’s been “generated by Meta AI,” before giving a brief description of what generative AI is, and how to identify posts that use AI.
Niche Influencer Partnership Resources
3 Steps To Repurpose Your Marketing Content – August 2, 2023
In the fast-paced and sometimes challenging world of content marketing, consistent content creation is a necessity to stay relevant in the digital community. Constantly forming fresh ideas can be a daunting task. Fortunately, you can make the most out of the content you’ve already published by repurposing it. Repurposing as in, reframing and redesigning content for a new platform. Take a step back and review what you already published online. Chances are, you already created your next piece—it’s simply buried within your published content. Here are three steps to help you repurpose your existing content.
Social Media Marketing News
Behind Selena Gomez’s Rare Beauty makeup brand partnership with Hulu’s ‘Only Murders in the Building’ – August 25, 2023
Many brands are trying to find new ways to reach streaming audiences without purchasing traditional ads to gain traction. It’s no secret that TV is an expensive marketing channel which makes it difficult for many startups to rationalize the big spend. Actress and singer Selena Gomez and founder of rare beauty is taking a different approach to marketing by finding alternative ways to get her products in front of a big audience. Selena Gomez, who is currently starring in Hulu’s popular “Only Murders in the Building” often wears rare beauty makeup while in character. Recently fans were able to purchase the “Mabel Mora’s Must Haves Collection” from Rare Beauty, which consists of six Rare Beauty products used to create Mabel’s signature look from season three of “Only Murders in the Building”.
You should probably consider it. Shorts is the fastest-growing content type on YouTube, and is now driving over 50 billion daily views in the app. Built in the mold of TikTok, Shorts leans into the growing trend towards more succinct, attention-grabbing clips, and it could be a valuable pathway towards increased brand awareness and perception.
A year into the job, how is Calvin Flein’s CMO keeping the brand fresh? – August 20, 2023
Calvin Klein’s Chief Marketing Officer, Jonathan Bottomley, is aiming to make Calvin Klein the most aspirational brand in the world. It’s a blend of experience that he says makes him good at “creating the brand equity that’s required to build long term value for a business” in the background in digital commerce that gives him the “ability to take that equity and really drive short term sales through digital marketing common data and consumer segmentation”. Bottomley’s core marketing strategy at Calvin Klein has four main attributes: create entertaining campaigns through cultural brand ambassadors, using engagement that drives full funnel marketing, having a precise target strategy aimed at directing customers to purchase, and building a CRM engine that renovates the way we target and personalize messages to audiences.
Pinterest CEO on user growth: ‘Gen Z is our fastest-growing cohort’ – August 1, 2023
Pinterest CEO Bill Ready says the company is seeing significant growth, especially with Gen Z users. Ready states that “Gen Z is our fastest-growing cohort, and they’re engaging more deeply than prior cohorts”. Users originally used Pinterest as an image sharing and social media survive, but are not diving more into the companies “shoppable content” onto Pinterest and boosting engagement.
TikTok publishes 2023 Holiday Marketing Guide – August 21, 2023
TikTok has recently published its 2023 Holiday Marketing Guide that includes a range of tips and insights that may help you map out your holiday campaign. As more and more people continue to use TikTok as a trend-based search engine, it’s worth it for brands to consider how their target audience is using the app. Especially as we continue to shift towards using social media platforms for entertainment, as opposed to social interaction. Content creators and brands can look towards TikTok’s marketing guide as a way to improve their results during the holiday season. With many people using TikTok as a key entertainment platform, engagement value is high and could drive strong responses with the right campaign and marketing approach.
TikTok Shares New Guide to Ad Campaign Fundamentals – August 18, 2023
TikTok has shared a new guide to the key basics of successful in-app ad campaigns, including notes on how to identify your main selling points, how to create videos around them, and how to optimize your presentation for TikTok specifically.
New TikTok Bans in the US Could Re-Ignite Fears of Broader Restrictions – August 16, 2023
Is this the beginning of a new wave of action against TikTok? Today, the City of New York has announced that TikTok is now banned on all city-owned devices, expanding on other federal and state bans of the app on government-owned tools. The ban comes after a review by NYC Cyber Command, which found that TikTok poses a security threat to the city’s technical networks.
TikTok Publishes New Playbook for Travel Marketers – August 15, 2023
TikTok has published a new travel marketing playbook, which is designed to help travel-related businesses tap into the rising interest in holidays in the app. Indeed, TikTok says that 96% of its users are in the market for travel experiences, and 77% of them say that the app has played a role in their most recent travel purchases.
TikTok is making its way into the digital out-of-home landscape by partnering with several OOH video networks. Bringing the platform’s content to a variety of additional screens including gas pump, airport TVs, and Redbox’ movie rental kiosks. The company’s push into the world of digital OOH is the platform’s latest initiative to push both its user-generated videos and paid ads beyond just social media. Leveraging content creators and their growing influence, the app seeks to give them the chance to showcase their content off-platform.
TikTok’s Testing New Privacy-Protective Ad Targeting Tools – August 3, 2023
TikTok’s looking to align its ad targeting processes with emerging data privacy shifts through the addition of a new offering, called PrivacyGo, which would enable advertisers to match their own CRM info with TikTok’s audience insights, in a privacy-protective way.
A Comparison of the Features of Threads and X – August 27, 2023
Can Threads become a genuine Twitter alternative, as Twitter continues to transform into X, and Elon Musk’s “everything app” vision? While it saw massive take-up early on, Threads has clearly lost momentum of late, as it works to add in new features to capitalize on its opportunity. Many users have drifted back to X instead, but the initial demand does show that there is interest in a genuine real-time social alternative.
Threads is rolling out on the Web. That just might save it – August 24, 2023
Threads is finally on the web. Threads, the text based social media network that Meta recently launched as part of Instagram is finally on the web. By joining the web, the company is giving access to a broader audience as well as gaining more continuous traction from its current users. “Will threads coming to the web make it a more exciting, dynamic place? I don’t know”, says Zuckerman (Ethan Zuckerman, a media scholar at the University of Massachusetts). “But I’m going to have a better sense of that now that there will be a web interface to study.”
No desktop Threads app as yet, but Meta’s Twitter-clone has rolled out another slew of updates, as it steadily builds on its feature set, in the hopes of capitalizing on its early interest. First off, Threads has added a new “Send on Instagram” option, which enables you to directly share a Thread to your IG DMs.
Meta Publishes New Overview of Its Evolving Ad Automation Tools – August 20, 2023
Meta’s evolving AI targeting tools could hold the key, with a range of options designed to help improve campaign performance, with less manual input. Of course, that also means putting more reliance on Meta’s systems to get you better results, but many performance marketers have reported that Meta’s Advantage+ campaigns are getting better and better over time.
How Gen Z consumers protect themselves online is dramatically different when compared to older generations. When compared to older consumer groups, Gen Zers are three times as likely to allow tracking when presented with prompts such as those for apples app tracking transparency. While Gen Z consumers are less likely to clear their browser cookies or use an ad blocker, they are more likely to use a VPN. Research also shows that Gen Zers are more likely to research a product prior to purchase than other generations. Not only are young consumers looking for information on a product, but they are also researching values and beliefs of the brand they are purchasing from.
Meta Shares Key Best Practices for Facebook and Instagram Ad Campaigns – August 18, 2023
Over the past year, Meta has been working to improve its ad targeting processes, in line with the latest data privacy shifts and restrictions, which has also included a bigger focus on AI, and using automation to maximize performance.
Instagram Is Testing New Comment and Share Counts on Posts In-Stream – August 11, 2023
Instagram’s testing a new format for post metrics, which would display both share and comment counts, in addition to Likes (if you have them switched on) on each update in-stream.
Paris Hilton aims to change how brands view the metaverse – August 11, 2023
Paris Hilton is on a mission to change how brands approach the metaverse, using it as a social channel to build into long-term media strategies. Stating that virtual creators are the “bridge for brands” to make their way into the metaverse. Slivingland, Paris Hiltons metaverse experience on Roblox, is merging the relationship between media and tech. The platform allows users to explore and interact with Hilton’s brand 24/3, giving the brand the opportunity to interact with consumers through constantly updating features and products.
Instagram is experimenting with a new feature that allows users to add their own images and videos to an existing post to facilitate more direct collaborations. The feature enables post viewers to submit their own additional content for consideration when approved by the creator. Allowing curated group photo albums and shared experiences in the app as a new way to drive engagement on the app.
Reels creators angered over Meta revenue share payments error – August 2, 2023
Meta is currently facing backlash from short-form video creators after its latest payment notifications informed them of a huge pending payout amount. This error has forced Meta to correct the issue after Facebook creators were notified that they would be receiving tens of thousands of dollars from the program based on a glitch. This payment issue highlights the challenges that apps are facing when it comes to monetizing shorter video content.
Elon and Co. have announced a significant update to their creator ads revenue share plan, with the requirements for entry to the program now being reduced to enable more creators to earn money from their posts in the app.
Have you noticed that ads in your X timeline are getting harder to differentiate from normal posts? That’s seemingly by design, with X recently changing its ad disclosure indicators from a more prominent “Promoted” tag at the bottom left, to a much smaller “Ad” marker at the top right of the post.
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