Influencer marketing updates come at us at the speed of light. We keep up so you don’t have to. The Motherhood’s team of experts combs the headlines and curates the latest news for marketers – check back throughout the month for more!
Influencer Marketing Updates & Resources
Influencers and brand growth in the new age of marketing – October 27, 2023
Influencer collaboration has moved beyond the status of merely being an improvement in the dynamic world of modern marketing, and has instead established itself as a crucial component of a well-planned marketing strategy. Leading organizations now assign particular budgets designed for influencer marketing campaigns in an effort to stay at the very forefront of industry trends. Every firm appears to be eager to utilize influencer marketing to its fullest potential as the market matures and changes.
“Influencers aren’t just a marketing channel for us,” said Donaldson, senior marketing lead for global talent & creators for Google’s Devices & Services division. “The crux of a lot of our work is shifting to being social-first, talent-led and creator-driven.”
CreatorIQ Adds AI To Help Swamped Marketers Track Creator Conversations – October 26, 2023
CreatorIQ, which helps big brands track and manage influencer marketing campaigns, said it is joining the artificial intelligence gold rush, adding AI tools to its software platform to help track trends and mentions across social media for more than 9,000 brands. Tracking those conversations is an otherwise Sisyphean task of culling through millions of hours of video, audio and text based posts, understanding what’s being said, and adjusting campaigns based on resulting trends. As more audience attention is focused on social media, social video and streaming video, tracking those conversations has become increasingly important for corporate success, the company said.
22 influencer marketing statistics to guide your brand’s strategy in 2023 – October 26, 2023
If you’re considering running an influencer marketing campaign, it’s a good idea to have a basic understanding of the industry, platforms to use, access to influencers and more. To help you get an idea of what to expect from the industry, we’ve put together 22 influencer marketing statistics across six different categories. From influencer marketing growth stats to data surrounding the top three influencer marketing platforms, learn more about the state of this marketing strategy and how to get started.
18 Agency Pros Share Influencer Marketing Ideas For The Holiday Season – October 25, 2023
Influencer collaborations have become a cornerstone for brands wanting to build visibility and consumer engagement. As the holiday season looms, brands seeking innovative ways to leverage influencer marketing beyond traditional sponsored posts can break free from standard conventions and push boundaries to create truly memorable and effective campaigns.
In the high-stakes chess game of corporate leadership, today’s executives face an ironic paradox: they possess expertise and vision, yet struggle to articulate their strategic message and drive fundamental change. It’s like knowing all the moves on the board but struggling to align the pieces—people, processes, and perceptions. No wonder the failure rate of organization transformations is still around 70%! In today’s uncertain world, leading change successfully has become the lifeblood of business strategy and innovation. But many executives continue to cling to the same old buttons that always fall short, even though there’s a wealth of wisdom on effective change leadership. So, where do we turn now? The solution to this leadership puzzle might just be hiding in an unlikely spot – the realm of social media influencers. These digital trendsetters have a knack for sparking change and making it go ‘viral’ among their followers, dishing out three priceless lessons for those steering the corporate ship.
Are Influencers Actually Influential? How Influencer Marketing Can Deliver Brand Impact – October 20, 2023
What do you want to be when you grow up? People used to say firefighter, teacher or doctor. In a survey, 1 in 4 Gen Z responders said they plan to become social media influencers. What used to be the punchline of Internet careers has quickly become one of the most innovative ways that companies spend their marketing money. Global influence marketing spending is estimated to jump from $29 billion in 2022 to $34 billion in 2023.
Amazon wants shoppers to post influencer-style content – October 19, 2023
Amazon is adding new tools and features that encourage social shopping on its app, including the option to get product feedback from friends and to upload content tagged with products on its TikTok-like feed, Inspire. Oliver Messenger, director of Amazon Shopping, says the aim is to make shopping more “collaborative” — and it’s also part of Amazon’s ongoing attempt to crack social commerce. Can it work?
Are influencer partnerships the inevitable future of business? – October 18, 2023
Influencing has become big business for creators, and companies are noticing. Traditionally, brands collaborate with influencers on one-off sponsored product placements. But increasingly, they’re integrating these creators into their core marketing strategies and teams. In some cases, they’re even training their own staff to become in-house influencers.
How Shake Shack cooked up its first NIL campaign – October 17, 2023
Shake Shack had never done an NIL campaign before this month, but by the time next spring has sprung, the fast-casual chain plans to have worked with 75 college athletes. In the more than two years since brands got the green light to start signing sponsorship deals with student athletes, marketers have approached the opportunity at different speeds. Some, like American Eagle, took advantage fairly early, while others have hung back— perhaps in part because NIL execs have warned against copy-pasting influencer marketing strategies onto college athlete campaigns.
What E-Commerce Sellers Should Know About Influencer Marketing – October 16, 2023
Influencer marketing seems to be everywhere, and with a reported one-quarter of marketers utilizing this fast-growing advertising technique, that feeling is no mere illusion. But just because influencer marketing has become a multibillion-dollar industry doesn’t guarantee it’s the right path for every e-commerce business to take. Whether you’re already invested in influencer marketing or want to try it out for the first time, it’s important to know the pitfalls to watch out for so you can make the most of your campaigns.
Why are cafes, restaurants, and even towns banning influencers? – October 14, 2023
Nowadays, it seems like every place “worth” frequenting is deemed that way by influencers. Lifestyle TikTokkers and Instagram foodies inform the world of which restaurants to choose, the pop-ups currently open, and where to eat when traveling. But some spots are closing their doors on influencers, raising questions. Take Dae, a design shop and cafe in Brooklyn. As reported by Curbed, the space was inundated by influencers carrying tripods, to the point where the owners decided to ban them entirely. The issue was addressed on the cafe’s Instagram account, permitting visitors to take “quick snaps” at their own tables, but firmly adding their new in-store, no photos-and-videos policy: “We love food and drink photos (clearly) … but the TikToks and Instagram photoshoots have gotten a bit out of control for us.”
Why Cirque Du Soleil is Launching Its Own Influencer Network – October 12, 2023
The entertainment company’s ‘Artist Influencer Network’ will pair brands with its talent roster of 1,500 performers, stage technicians and creatives for sponsored social media content. Cirque du Soleil Entertainment Group is looking to expand beyond the circus tent with the launch of an internal influencer network to help pair brands with its roster of talent.
FTC on Alert for Blurred Influencer Marketing Targeting Teens & Children – October 12, 2023
In September 2023, FTC released new recommendations for advertisers, content creators, platforms, and other stakeholders to “reduce the likelihood of young consumers being deceived or otherwise harmed.” The FTC stated that implementing any one recommendation alone is not sufficient. “To address the issue of blurred advertising to kids, marketers and others should consider the real-world effects of their marketing techniques and implement all the relevant FTC staff recommendations set forth below in a manner that protects children.”
What Sets Latinx Influencers Apart From the Rest of The Creator Economy – October 11, 2023
The Latinx population is one of the fastest-growing U.S. demographics, making up nearly 19% of the U.S. population. It is the youngest major racial and ethnic group in the U.S. By 2025, the Latinx community will account for 12% of all U.S. buying power. They are also digitally connected. A Nielsen study found that 60% of Latinx consumers say that social media influences their purchasing decisions. One in five adult TikTok users are Latinx and #LatinoTikTok has over 3.9B
How to take a content-led approach to your creator marketing strategy – October 11, 2023
As we think about the evolution of the creator economy, we’ve reached an important tipping point in specifying exactly what value creators deliver. Ask yourself this question: are you hiring creators for the audience they bring, or the content they make? The fact that we’re referring to the category now as ‘creator marketing’ rather than influencer marketing should provide a pretty good hint at where we’re focusing our attention. Audiences of course are important. Whether it’s a big audience, or a focused and relevant audience, there needs to be an audience to engage with.
As Celebrities Become Influencers, What Are The Consequences For Brands? – October 11, 2023
A cultural shift is taking place before our eyes. Influencers are leaning into celebrity culture, while more traditional celebrities are going viral on social media. This means brands need to move with the times to tap into a new era of talent collaborations.
7 examples of influencer marketing campaigns – October 10, 2023
Social marketers rate influencer marketing as having a significant impact on their brand’s marketing efforts including customer loyalty (87%), awareness (89%) and reputation (87%), according to our Q3 2023 Pulse Survey of 307 social marketers in the United States.
You Can Now Learn How To Be An Influencer In College – October 10, 2023
Nowadays, if you ask a young person what they want to be when they grow up, the answer is no longer President, a doctor or lawyer. It’s influencer. Now you can study the space in college. A new course, Influencer Relations, offered at the University of Southern California is helping students study the steps and psychology of career success on TikTok.
Teens are trying to cash in on the TikTok Shop gold rush between classes – October 9, 2023
High schoolers are testing out their social media marketing skills with a new side gig: TikTok Shop. Teens on the app are bringing in millions of views using the new feature, despite the fact that TikTok forbids minors from applying to the program. NBC News identified six TikTok accounts that have published dozens of TikTok Shop videos over the past two weeks. The creators all identified publicly as under the age of 18.
When It Comes to Ad Copy, Sustainability Is Not Green, It’s Gray – October 9, 2023
Earlier this month, Apple launched its eco-themed campaign, “Mother Nature.” While the initial hype, ranging from fanboying to scrutinizing, has subsided, the implications of the campaign on how sustainability is marketed in the future are just beginning. In what can be deemed a critical moment for corporate sustainability, prominent early initiatives can shape norms and form habits for marketers and audiences alike. That is why it is important to look deeper at this campaign from all sides—environmental, regulatory and marketing—and apply the learnings moving forward.
Influencers Publishing Gift Guides Earlier than Ever This Year – October 5, 2023
After surveying our influencers this fall, The Motherhood found 40% were prepared to share their first gift guide this month (a shift from what we saw last year), while 90% will also share gift guides in November; therefore, looking to lock in all participants within the next few weeks of October.
Why Olaplex created a faux product to address dupe culture on TikTok – October 5, 2023
On Sept. 25, Olaplex with the help of over 100 earned and paid influencers launched an unboxing campaign around a new fictitious product, Oladupé. The product, which was actually a repackaged bottle of the brand’s Olaplex No. 3, is meant to tease how often Olaplex is duped on TikTok — with the hashtag #Olaplexdupe having over 30 million views alone — while also educating the app’s users about the quality of its products. Just days after launching, the hashtag tied to the campaign, #Oladupe, had already gained over 5.5 million views.
Before influencers, there were mommy bloggers. The early aughts saw the rapid rise of the cohort, which blogged about the joys and tribulations of parenting. Some advertisers, looking to capitalize on all the hubbub, began to advertise on mommy blogs, placing banner ads and affiliate advertising on the sites. A lot has changed since then. For starters, blogs have been mostly replaced by the likes of Instagram and TikTok as the apples of advertisers’ eyes. Influencer marketing, once a niche segment within advertising, is now a multibillion-dollar industry.
Navigating Influencer Fatigue – October 2, 2023
Influencer marketing has become a staple of many brands’ marketing strategies, as PR and communications teams critically evaluate how to harness the power of influencers. Cision’s 2023 Global Comms Report found that 43% of communication teams are relying more on influencers this year as part of their audience engagement strategies.
Although the Writers Guild of America (WGA) strike came to an end this week, the labor union representing most on-screen talent, the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) has not come to any resolution. As the SAG strikes enter their fifth month, creators and studios alike are still grappling with the state of partnerships among a number of misconceptions. Let’s try and clear some things up.
Influencer Marketing Updates: AI
People are posting AI-generated yearbook pictures with this viral app – October 5, 2023
People are leaning into childhood nostalgia and creating school yearbook photos thanks to the newest AI-powered social media trend. Epik, a free-to-download photo editing app, offers a ’90s-style yearbook photo edit that has gone viral on Instagram and TikTok. The trend has become so popular that Epik is currently the top trending free app in the App Store. It’s free to download, but you have to pay to generate your own ’90s-inspired yearbook photos.
Linqia, the calm in the chaotic sea of influencer marketing, today announced its latest influencer marketing solution, the Healthcare Creator Network (HCN). HCN is a curated, pre-vetted list of professional healthcare professionals who are proven social media influencers, equipped to partner with pharmaceutical brands (OTC and Rx) on influencer marketing campaigns.
Health literacy and the rise of the TikTok ‘patient influencer’ – October 2, 2023
From mouth taping to the 12-3-30 workout, TikTok practically teems with health trends, some more questionable than others. But it’s also become a platform that regularly births health or patient influencers – creators who document their personal journeys with bipolar disorder, autoimmune diseases and more. These influencers gather thousands of followers by discussing the symptoms and treatments they’ve tried, and offering a glimpse into their day-to-day lives.
Nonprofit/Social Good Marketing
Can AI be a force for social good? – October 6, 2023
Artificial intelligence (AI) seems to be everywhere. From automating routine administrative tasks and streamlining operations to enhancing customer experiences, AI is impacting virtually every aspect of the business world. As just one example, JP Morgan CEO Jamie Dimon recently noted that the bank is working on more than 300 AI use cases, while investing over $2 billion in building cloud-based data centers.
Elevate Your Nonprofit’s Marketing Strategies For 2024 – October 2, 2023
As one year draws to a close and another looms on the horizon, nonprofit organizations find themselves at a pivotal juncture. The transition into a new year provides a golden opportunity to reflect, strategize and set the stage for what lies ahead. With careful planning and a proactive mindset, nonprofits can position themselves for a successful and impactful 2024. To ensure that it’s a year of growth, impact and meaningful change, experts believe nonprofits should focus on a few key areas.
Social Media Marketing News
Instagram Tests Collaborative Carousel Posts – October 27, 2023
After testing it internally over the last few months, Instagram has now launched a new, live test of its collaborative posts option, which will enable others to contribute to carousel feed posts, providing a new engagement option in the app.
Why Puma put A$AP Rocky in charge of creative for its F1 partnership – October 27, 2023
Earlier this week, German-owned sportswear giant Puma announced that rapper A$AP Rocky will serve as creative director of the brand’s partnership with Formula One (F1). The artist will, according to the announcement, “focus on the intersection of the sport and streetwear,” directing campaigns and working to create “bespoke capsules … that will influence the brand’s seasonal design directions moving forward.”
Pinterest ups focus on brand as is looks to drive user growth and retention – October 27, 2023
Pinterest has its sights firmly set on increasing “comprehension” of its platform’s abilities as it looks to drive reappraisal and get new users to engage with the brand. One way it is looking to do that is through its ‘It’s Possible’ campaign, which is as much an explainer of the platform as it is a brand push. The latest iteration of the campaign, which first launched in July, encompasses experiential, social and partnerships to spread that information to new and lapsed users.
Meta’s earnings another sign of advertising rebound – October 26, 2023
The ad rebound appears to be real. Yesterday, Meta reported record-breaking revenue in Q3, bringing in more than $34 billion, up more than 23% year over year. That’s the most it’s ever made in a quarter since going public. Ad impressions delivered across Meta’s suite of apps grew 31% year over year, and the average price of an ad went down 6%. The company expects to bring in between $36.5 and $40 billion next quarter.
Threads Adds Polls and Gifs as It Continues To Expand Its Engagement Options – October 26, 2023
Threads continues to roll out more updates, this time with the addition of GIFs and polls in-stream. As announced by Meta CEO Mark Zuckerberg, Threads users are now able to add GIFs, providing another way to enhance your Threads posts.
Instagram Makes Reminder Ads Available for Stories Placement – October 26, 2023
Instagram has announced some new updates for its Reminder Ads, which enable users to opt into receiving reminders for upcoming launches, events, etc. As you can see in this example, Reminder Ads, which were originally launched back in March, provide a simple process to sign up for reminders in the app.
Pinterest Launches New Information and Education Hub for Creators – October 25, 2023
Pinterest has launched a new education platform for creators, which provides insights into how to make best use of Pins, how to monetize your on-platform presence, and more.
TikTok is Experimenting With 15-Minute Uploads – October 22, 2023
Soon, that could be an option, with the formerly short-form video app experimenting with a new 15-minute upload option, extending on the current 10-minute video limit.
Facebook is the top social-media platform for millennials and Gen Z to shop on. Here are 4 other takeaways from a new 26-page report. – October 20, 2023
Facebook is the platform where millennial and Gen-Z consumers are most likely to purchase a product, according to a new survey of US social-media users.The influencer-marketing platform Traackr surveyed 1,000 US consumers about their habits on social media, from posting, to viewing content, to buying products. The surveyed population included millennial and Gen-Z consumers, with the aim of understanding how the space of influencer marketing is changing, Pierre-Loïc Assayag, founder and CEO at Traackr, told Insider.
Utah Sues TikTok Over Harmful Impacts on Young Users – October 11, 2023
Yeah, I’m not sure this is going to hold up, but it does add to the steadily mounting case against TikTok in the U.S. The state of Utah has this week filed legal action against TikTok, and parent company ByteDance, over the app’s use of algorithmic sorting, based on user engagement, to create an addictive experience, especially for younger users.
Meta Announces New Ad Options for Facebook Reels Ahead of the Holiday Push – October 11, 2023
With the biggest shopping season of the year fast approaching, Meta has announced some new updates for Reels ads, in order to help brands tap into its fastest-growing content surface. First off, Meta’s adding Collections Ads for Facebook Reels, which are already available on IG.
As much as it might perplex us, the numbers are clear: people are watching TV on TikTok. The top-scrolling short-form app is seeing millions of views not just of new media properties like podcasts and streams, but of clips from ‘proper’ TV shows new and old – Friends; Grey’s Anatomy. NBC’s streamer Peacock has even dabbled with uploading full episodes to the app. Tiny-screen TV is, of course, no new phenomenon, but its continued growth is another chapter in the apps’ growing ambition to be everything to everyone (all at once).
X Considers Removing All Engagement Counts and Buttons on Posts – October 6, 2023
Fresh off of revamping link previews on X, which now sees preview cards only display the header image, owner Elon Musk made another announcement about the future of the X UI. All of the interaction counts and action buttons, except the views counter, which X added back in December (also at the request of Musk), will soon be gone from view in feeds, and will only be visible within the post details, i.e. when you expand a post.
The Latino community comprises 19% of the U.S. population and exceeds 25% of Gen Z. This rapidly growing demographic is not only assimilating into America but impacting the broader culture in fascinating ways. To reach these dynamic, upwardly mobile trendsetters, brands should lean into three recent trends that have popped: Spanglish in advertising, a passion for music and leveraging the power of TikTok.
5 Ways to Use ChatGPT To Improve Your SEO Strategy – October 1, 2023
- Keyword research
- Content ideas
- Meta descriptions
- Blog outline
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