What influencer marketing experts are contemplating this month: What is the impact of AI on influencer marketing? Are we still talking about a potential TikTok ban? We get into all of this and more below.
Here are the top headlines for April 2023, which our team of influencer marketing experts update on a weekly basis throughout the month.
Influencer Marketing Resources
How the relationship between influencers and consumers is changing (and what marketers need to know) – April 24, 2023
Influencers are a powerful force. Well-planned influencer campaigns are an excellent source of publicity. Consumers transfer their feelings about influencers onto your brand, whether that’s trust, excitement or relatability.
More brands choose Boomer, Gen X influencers, as ‘older audiences can be just as impactful’ as young ones – April 21, 2023
Marketers’ obsession with getting their brands in front of younger generations, particularly Gen Z as they move on from millennials, has most focusing on influencers in that younger demographic. But there’s a slow trickle of marketers who recognize the potential of working with older influencers and reaching older generations, according to agency executives, who say they are doing so as a way to stand out while tapping into the growing number of older influencers garnering massive followings online.
Powerful Digital Marketing Tactics For Business Owners – April 20, 2023
Digital marketing has become a critical aspect of business operations. It allows businesses to reach a larger audience and engage with them personalized and meaningfully. However, getting started with digital marketing or improving existing efforts can seem overwhelming for many business owners. Here are the tactics I’ve found to be most effective.
Brands and organizations have been aligning with content creators for years to help them make a statement on social media. But only recently have the majority of brands discovering the necessity of working with creators. The word is out in marketing, and content creators are now in high demand.
Communications agency M Booth releases a playbook aimed at reducing inequity in influencer marketing – April 18, 2023
Much has been written about the ongoing issue of influencer inequity, but what’s actually being done about it? For the last three years, communications agency M Booth—which has worked with clients like Morton Salt and Johnson & Johnson on influencer marketing campaigns—has been working on a how-to guide to help combat inequity in influencer marketing campaigns beyond just pay.
The Need To Leverage Influencer Marketing In B2B – April 17, 2023
Businesses are learning how influencer marketing may help increase brand awareness, reputation and revenues as B2B marketing evolves. According to a poll conducted by InvespCro, 94% of marketers believe influencer marketing is a successful strategy for B2B businesses. Nevertheless, only 24% of B2B businesses include influencer marketing in their overall business plan. Social media’s rapid growth has increased its reach and influence in particular industries, making it an advantageous approach for B2B businesses to consider.
Why Influencer Marketing Continues to Be an Effective Event Strategy – April 17, 2023
As in-person events continue to rebound, social media stars—big and small—are proving to still be a valuable asset on an invite list. In terms of overall marketing strategy, not much has changed though: Finding influencers that fit the brand image and that can reach the right audience, keeping in mind that it’s not about the likes but rather the engagement. (It’s been projected that spend on influencer marketing will grow 23.4% in 2023 to reach $6.16 billion.)
Are influencers ready for a world without follower counts? – April 14, 2023
Since the early days of social media, follower counts have held a kind of cultural currency. That currency became more literal when popular users became influencers and celebrities in their own right – paid to be brand marketing tastemakers. Follower counts, and our perception of them, have given rise to a $21 billion industry.
Bud Light uproar exposes need for marketers to manage marketer influencer controversies – April 14, 2023
Managing controversy following a campaign effort or partnership is par for the course for marketers — various efforts, even those that may seem innocuous or like a strange Super Bowl stunt, for example, don’t always land. That’s why scenario planning is commonplace now as marketers need to be prepared to react should their messaging get caught up in a negative news cycle. Over the last two weeks, Bud Light has been part of an ongoing news cycle following the brand’s partnership with transgender influencer Dylan Mulvaney. On April 1st, Mulvaney posted a video touting Bud Light’s March Madness contest as well as a commemorative can the brand had made for her.
As a brand that saw peak popularity in the ‘60s and ’80s, Lilly Pulitzer is pushing for modernization, and it’s betting big on TikTok and Instagram influencers to diversify its media mix and reach more shoppers. This year, the 60-year-old brand launched its most ambitious influencer marketing effort to date, tripling its influencer marketing budget as part of its push for brand rejuvenation, said Michelle Kelly, CEO of Lilly Pulitzer.
Creating Data-Driven Influencer Marketing Campaigns – April 13, 2023
If you consider marketing terms for a moment, “influencer marketing” sounds super cool, modern and fun. As a marketer, how exciting is it when a campaign with a popular, creative online personality touts your brand and garners more followers? Or what about when it gets you high-fives in meetings for colorful, enticing posts in exotic places like Bali that have your company’s name attached? But, compared to SEO and rate per thousand impressions (RPM), influencer marketing is #cool.
Influencers are still a worthwhile investment for marketers looking to get the attention of Gen Z consumers with ads that don’t feel like ads. And up-and-coming beverage brands Poppi, Zoa Energy and Lemon Perfect are on board with the strategy, tapping influencers and short-form videos to experiment with how they can catch the attention of Gen Zers looking for better alternatives to regular drinks.
Influencer Marketing: The Good, The Bad And The Ugly – April 13, 2023
In recent years, influencer marketing has become a trendy way for companies to promote their products and services. It’s no secret that social media influencers can be a powerful force in marketing. However, don’t be fooled by the glitz, glamour and follower counts.
How Influencer Marketing Could Shift In 2023: Aligning Values And Seeking Authenticity – April 12, 2023
I believe we’re on the cusp of a major change in the world of influencer marketing, and TikTok “de-influencers” like Mikayla Nogueira may have just inadvertently accelerated this shift in a way no one could’ve predicted. Recently, the beauty influencer posted a video reviewing the new L’Oreal Telescopic Lift mascara. She gushed over the product and claimed, “I’m not sure anyone is ever going to be able to compete with this mascara.” Comments immediately flooded in, suspecting that false eyelashes were added to the “after” shot. Many fans were fuming. TikTok users like @heyalexfriedman put a stake in the ground, saying it’s “the end of influencer marketing as we know it.”
In an eCommerce era, influencers are key to driving more traffic and sales to online stores. Consumers are looking for authentic brand experiences. As such, they look to influencers to discover products, get recommendations, and evaluate a product. With the upward trajectory of short-term and user-generated content, almost 70% of marketers plan to increase their influencer marketing budget over the next 12 months.
Here’s How To Overcome 3 Common Franchise Brand Challenges With Influencer Marketing – April 10, 2023
In today’s increasingly noisy business landscape, franchise brands are on a constant search for cost-effective ways to reach customers and stand out from the competition. As more and more entrepreneurs invest in franchises with established models and brand recognition, franchisors need innovative modern strategies for their marketing efforts.
Why ChatGPT Can’t Replace Content Creators In Influencer Marketing – April 11, 2023
The headline is this: ChatGPT cannot replace the human touch that is not just optimal but downright essential in effective influencer marketing.
AB InBev brand goes silent on social media as partnership with transgender influencer draws blowback, sales concerns—but also support.
For CeraVe, the annual American Academy of Dermatology conference is more than just an opportunity to set up a booth or schmooze with dermatologists. Instead, the L’Oréal-owned skin care brand considers the event a “content factory”—a perfect setting to churn out social media videos with the dozens of dermatologists in attendance, said Adam Kornblum, senior VP of global digital marketing for CeraVe.
Self-help “gurus” have been fixtures of American society for decades. Online influencers selling expensive courses that teach “success” are the latest iteration. For hundreds or even thousands of dollars, you can supposedly learn invaluable skills from Internet celebrities. But the products they sell are filled with the same kind of boilerplate nonsense we’ve seen from previous “gurus.” Self-help systems generally aren’t evidence-based, says University of Virginia Professor James Zimring. The reality is that a lot of success boils down to luck.
TikTok Creators Tinx and Rod Thill Share Advice for Brands Signing Influencer Brand Deals – April 6, 2023
When it comes to signing influencers and creators for partnerships or social campaigns, there is a code of etiquette marketers must follow. That is according to TikTok personality Rod Thill and Christina Najjar, the lifestyle creator known online as Tinx, who shared advice for how brands can forge deeper relationships with influencers during Ad Age’s Creator Summit on Tuesday.
How to Create a Successful Brand / Influencer Partnership – April 6, 2023
Brendan Gahan throws his influencer marketing playbook wide open in this high signal interview. As Partner and Chief Social Officer at Mekanism, Brendan has worked in the creator/influencer brand partnership for space for years. He and Daniel talk specifics about creating the right brand/creator relationship, how to move creators down through the marketing funnel, and why relationships are at the heart of Brendan’s work.
How AI is Infiltrating Influencer Marketing – April 3, 2023
Artificial intelligence technology is quickly permeating every sector of the retail industry — including the world of influencer marketing. Incorporating artificial intelligence is nothing new in the digital marketing world, but it has especially become a hot topic over the past few months. AI capabilities have already become somewhat standard within e-commerce, in which online retailers use it to improve customers’ browsing experiences and product suggestions. Since launching in November, OpenAI’s ChatGPT has already infiltrated the tech operations of both platforms and retailers. At the same time, machine learning is getting incorporated into influencer marketing – which often requires a human connection for building brand-influencer relationships.
Five innovative trends shaping the future of digital marketing – April 3, 2023
Marketing has undergone a significant transformation in recent years thanks to technological advancements. With consumers becoming more digitally savvy, businesses are turning to innovative marketing techniques to stay ahead of the competition. In this article, I will explore some of the hottest marketing trends shaping the industry.
Niche Influencer Marketing Resources
A national TikTok ban in the U.S. would put an end to tourism agencies’ growing investment in the platform and push them to redirect it into Meta and Google’s social platforms as well limit their ability to influence global conversations about their destination. TikTok is a short-form video sharing app with over 750 million monthly users worldwide. It’s become a popular tool for search, especially among Gen Z. When it comes to travel, users search through TikTok to discover travel itineraries, hidden gems, recommendations and tips, chipping away at Google’s dominance in the space.
Survey: TikTok’s Undeniable Impact on Travel and Tourism – March 31, 2023
MGH recently conducted a national survey of U.S. TikTok users to uncover the social media platform’s impact on the travel and tourism industry, as TikTok has become a major resource for those who are seeking out new experiences, travel tips and more — in addition to those wanting to check out the latest destinations going viral on the app.
How small businesses are using marketing techniques to demonstrate their values through social causes – April 11, 2023
In November 2022, Philadelphia-based jewelry brand Bario Neal debuted a “Bans Off Our Bodies” charm and pledged 100% of the profits to ARC Southeast, a nonprofit that provides funding and support for reproductive care and abortion services to people in the South.
16 Emerging Nonprofit Trends Leaders Should Be Watching In 2023 – April 7, 2023
Whether an organization operates in the for-profit or nonprofit sector, new trends are a common occurrence. While business trends and practices constantly change and evolve, keeping up with the latest operational and technological developments is essential if leaders want to take their business to the next level.
3 Ways Nonprofits Can Drive Real Value – April 6, 2023
Nonprofit organizations play a crucial role in our society, addressing some of the most pressing social and environmental issues that we face. However, in order to create real impact, it’s not enough to just support a “good” cause—nonprofits need to have a strong community, powerful storytelling and a clear strategy to drive engagement and value for all stakeholders.
How Healthcare Marketers Can Truly Become Patient-Centric – April 20, 2023
Anyone working at an advertising or marketing agency knows it is easy to be so into your work that you forget to look up and across. When we bust silos, we break down barriers and enable ourselves to work together. This allows us to accomplish so much more than we ever could by ourselves. For healthcare marketers, cross-functional work that breaks down silos is especially important. When everyone is working separately, it is hard to say the patient is at the center of everything.
Social Media Marketing News
5 Ways to Increase Social Media Engagement – April 20, 2023
Looking for ways to generate more interactions with your social media content? Social media adviser Angie Gensler provides some quick tips in this infographic, most of which you’re probably already aware of, but are worth a reminder as you consider your options. It could be as simple as improving your visuals, or asking a question of your audience. You’ll only know if you experiment, and it’s worth testing out a range of approaches to see what results you get.
LinkedIn is the latest social media platform to add in algorithmically recommended posts from across its network, expanding the pool of content that it can display to users in-stream, with the addition of new ‘Suggested Posts’, that will be highlighted to you based on your interests.
Social News: TikTok
TikTok Shares Tips on How to Boost Brand Exposure by Connecting into Topical Communities – April 10, 2023
TikTok has shared some new advice on how brands can maximize their messaging by linking into both related and unrelated communities, helping to maximize brand recognition among users in new ways. The idea is that by aligning your marketing messaging with each community, you can establish relevant connections with members – but you shouldn’t only restrict your brand to the groupings most directly aligned with your business.
TikTok Announces New Programming for Earth Month – April 6, 2023
TikTok has announced a new slate of programming for Earth Month, which will see the platform promote sustainability and environmental awareness content to help inform and educate its audience.
Here’s a salient point for TikTok marketers – TikTok users are more open to ads than general internet users, which means that promotions in the app are likely more welcome than they are on Facebook, Instagram, etc. That’s according to a new study conducted by Statista, which found that TikTok users, overall, are much more understanding of, and even open to ads in the app.
Social News: Meta
Instagram Adds New Analytics for Reels, Updates Reels Creation Flow – April 14, 2023
Instagram has announced a slew of new updates for Reels that are designed to help Reels creators tap into the latest trends and shifts, in order to maximize viewer engagement and build community around their content. And they could be highly valuable for marketers looking to make the most of their IG content.
Meta Plans to Expand its Reels Monetization Program to More Creators – April 13, 2023
Meta’s looking to expand its incentives for Reels creators, with broader access to Reels monetization via ads coming in the next few months. Meta’s been working on Reels ads over the past year, with selected creators able to display Reels overlay promotions like the above, on an invite-only basis. But soon, Meta will open up the option to more users. Meta hasn’t provided the full details yet, but this week, in a Creator Conversations session, it encouraged participants to switch on Professional Mode in order to access its coming creator features.
Instagram Shares Tips on How Brands Can Make Best Use of DMs – April 6, 2023
Instagram’s added a new info page for businesses looking to maximize their DM connection process, which includes a range of tips and pointers on how to make best use of direct chats to stay in touch with your audience.
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