Influencer Marketing Resources: October 2024

Trends in social media: The Motherhood scours the headlines so you don’t have to. Check back throughout the month for more!

Influencer Marketing Industry Resources

Navigating partner marketing in a nervous economy: The rise of BNPL and influencer marketing – October 24, 2024  

Brands face increasing pressure to adapt their marketing strategies amid global economic uncertainty. The “nervous” economy, marked by fluctuating consumer confidence and spending, has caused a shift in consumer behavior, forcing businesses to rethink how they engage with customers.

Influencer Marketing Sustainability and Ethics – October 24, 2024  

In 2012, in front of millions of football fans glued to their screens, Danish striker Nicklas Bendtner, the sport’s infamous bad boy, decided to celebrate his goal in a way that would change the landscape of sports marketing forever. 

How Gen Z uses social media and what that means for brands – October 22, 2024  

Before the 1960s, young people were seen as an undesirable marketing audience and mostly ignored. Everything changed with Baby Boomers. They were the largest and most influential generation in the history of modern consumerism, yet their social movements and corporate distrust confounded advertisers who had to completely rethink their playbooks. Sound familiar?

How Ferrara brands like Nerds and Trolli use influencer marketing to boost awareness – October 17, 2024  

Linqia’s Keith Bendes and Ferrara’s Brian Camen joined Ad Age’s Business of Brands conference to discuss influencer marketing’s impact from the Super Bowl to the candy maker’s Sugar Rush program. Candy manufacturer Ferrara scored big with its Nerds Gummy Clusters ad during February’s big game, according to iSpot.tv. But that ad, which starred TikTok dancer and mega-influencer Addison Rae, who had previously posted organically about her love of Nerds, was just the beginning of a winning playbook that integrated influencer marketing into a cross channel and cross brand strategy. 

Gen Z’s reliance on influencer marketing outpaces millennials – October 17, 2024  

The news: Gen Zers take influencers’ product recommendations seriously, per a recent study from GoDaddy.Fifty-seven percent of Gen Z respondents said they would be more likely to buy a product highlighted in an influencer’s post, trumping posts from companies/brands (54%), in-feed ads (49%), and posts from friends (40%). Gen Z’s recommendation preferences differ significantly from millennials. Gen Z valued influencer input (41%) on goods and services, whereas millennials preferred to hear directly from brands (46%).

How to go viral: Building an affiliate influencer army – October 15, 2024  

Today, going viral is the holy grail for marketers, brands, and influencers alike. The explosion of social media platforms—particularly TikTok and now Instagram (by way of Reels)—has made it possible for almost anyone to achieve instant fame and widespread visibility. However, achieving virality isn’t just about luck; it’s about strategy. By building an affiliate influencer army, brands can leverage the power of social media to amplify their reach and drive sales. 

Inside Sam’s Club first influencer clothing collab aimed at Gen Z shoppers – October 15, 2024  

The apparel section of Sam’s Club stores has spawned a TikTok niche filled with thousands of videos of young adult shoppers showing off their latest low-cost clothing hauls from the Walmart-owned warehouse chain or gushing over viral Sam’s Club clothing items, such as its $15 sweatshirts embroidered with state flowers.

Report Looks at the Latest Trends and Challenges in Creator Marketing – October 14, 2024  

An increasing number of brands are doing exactly that, with the battle for attention pushing more businesses to explore new means to expand their brand messaging beyond the usual push marketing approaches.

31-year-old made $27,000 in under a year from her LinkedIn side hustle: It ‘has really saved me and allowed me to pay my bills’ – October 12, 2024  

Jayde Powell started her social media career over a decade ago, working for wellness brands and big name companies like Delta Airlines. She never imagined she’d make money creating content as herself — especially not on LinkedIn. Powell started posting observations from her experience in corporate America on the job search-platform after she noticed other creators were shifting away X.com, formerly known as Twitter, at the end of 2022. Within a year, the posts started gaining traction and catching the attention of past clients.

TikTok Offers Free Access to Mental Health Support for Creators – October 10, 2024  

TikTok has announced some new initiatives for World Mental Health Day, including an important push to help creators both get help, and advocate for the same in the app.

818 Tequila looks to ‘democratize’ the influencer experience – October 9, 2024  

It’s not every day that Kendall Jenner shows up on your doorstep. But for one group of housemates in Arizona, that day came in September. Last month, a video of Jenner appearing on a Ring camera at the residence of a group of students and alumni at Arizona State University and posing in their bedrooms once let in went viral on TikTok. It was part of Jenner’s tequila brand 818’s College Bar Tour, where she and the brand travel to campuses across the country to reach 21+ Gen Z drinkers.

Is Content Marketing The Future Of Influencer Marketing? – October 9, 2024  

The boundaries between influencer marketing and content marketing are becoming less distinct for experts in our industry, prompting an important question: Is content marketing the future of influencer marketing? Central to this discussion are the strategic interplay between earned and paid influence, and the innovative approach of turning authentic, earned content into digital assets for paid advertising.

Small businesses are getting creative on social media—and driving foot traffic – October 8, 2024  

A chef at a small Mexican restaurant in Georgia flips a chicken and gets 1.2 million views. A real estate agent pretends to fall in a listing video and racks up a quarter of a million likes. A Chevy dealership spoofs The Office and draws the attention of the General Motors CEO.

How Microsoft and Adobe are using influencers to promote AI platforms – October 7, 2024  

With the competition for users well underway, AI providers are recruiting influencers from various corners of the internet to promote their tools to consumers on social media. 

How brands can tackle challenges related to surge in influencer-led content this festive season – October 4, 2024  

Experts anticipate a 30–35% increase in influencer marketing budgets this festive season. This surge also means brands risk overwhelming consumers with repetitive influencer-led sales pitches. In such a scenario, experts from the influencer marketing domain have some suggestions for brands.

Survey: Influencer marketing playing increased role in gift purchases – October 4, 2024  

Influencers are playing an increasingly important role in shoppers’ purchasing decisions — especially among certain groups. More than a quarter of consumers have purchased a gift based on a recommendation from a content creator or online influencer in the past year, with that number increasing notably for younger consumers, according to a survey from influencer marketing platform Mavely. The survey reveals that more than half (52%) and more than a third (36%) of Gen Z and millennial consumers, respectively, have purchased a gift based on influencer recommendations, compared to 28% of all consumers.

20 Types of Social Media Influencers You Need to Know About – October 3, 2024  

A massive 84.8% of marketers believe that influencer marketing is effective, as revealed by our latest Influencer Marketing Benchmark report. What’s more, nearly 60% plan to spend more on influencer marketing in 2024, with a quarter planning to dedicate over 40% of their whole budget to it. 

New brands jump at endorsement deals with influencers, celebrities: study – September 30, 2024  

Celebrities and influencers continue to attract new endorsement deals as marketers look to such partnerships as a way to drive engagement with target audiences. Over a quarter of brands currently participating in the endorsement landscape entered it for the first time during the last 12 months. However, only 4% of these newcomers entered into multiple endorsement deals, with others choosing just one deal, according to a recent study by SponsorUnited.

Healthcare

Why personalization is a powerful tool for driving action—especially in healthcare – October 14, 2024  

Consumers value privacy. When asked to choose between keeping their health data private and accessing personalized resources, seven in 10 respondents to a recent Healthline Media survey chose to protect their data.

How To Market Telehealth Services For Your Healthcare Practice – October 11, 2024  

The rise of telehealth in the U.S. healthcare landscape has been nothing short of meteoric. According to a report from the American Medical Association, nearly three-quarters (74%) of physicians work in a practice that uses telehealth. This rapid shift underscores the growing demand for convenient, accessible healthcare solutions. However, in this burgeoning market, simply offering telehealth services isn’t enough. To truly thrive, practices need a strategic marketing plan to build awareness and attract patients.

Social News

Instagram Downgrades Video Quality for Less Viewed Clips – October 27, 2024  

In his weekly Q and A on IG Stories last week, Instagram boss Adam Mosseri noted that the quality of video for Stories and Reels posts can be reduced or increased at different times based on the engagement that each video receives.

Report Explores the Latest SMB Marketing Trends – October 22, 2024  

That’s what LocaliQ sought to find out with its latest Small Business Marketing Trends report, which explores various key topics related to SMB growth, and how business owners are looking to overcome key challenges. The team from LocaliQ surveyed 730 small businesses to glean more insight into their key challenges, their top promotional platforms of focus, their use of AI, and more.

How the TikTok Algorithm Works – October 17, 2024  

While the app remains a focus of regulatory concerns, due to its links to the Chinese Government, its impact is undeniable, with the platform now driving many key trends, and generating massive attention for creators and brands.

IG Chief Recommends Posting Carousels To Improve Reach – October 17, 2024  

Post carousels, which can now include up to 20 frames, as well as musical accompaniment. That’s the latest advice from Instagram chief Adam Mosseri, who’s provided some pretty logical notes on why carousels are valuable for increasing reach.

YouTube Clarifies Shorts Changes, Expands Sponsored Content Tags – October 16, 2024  

YouTube’s rolling out some updates to its channel membership badges, paid product placement options, as well as a change to the presentation of Shorts drafts.

YouTube Shares Insight Into What Viewers Are Seeking From Content – October 14, 2024  

Content marketing guides, and tips from the social platforms themselves, often include vague notes like: “Make quality content.” But what does that actually mean? What, exactly, qualifies as “quality content” in a social media context? The answer, of course, is subjective. Millions of young viewers, for example, will argue that “Skibidi Toilet,” in which heads pop out of toilets and come alive, is quality content, while to outsiders, that’ll make no sense.

Instagram and TikTok Remain the Most Popular Social Apps Among Teens – October 10, 2024  

Instagram remains the most used social app among teens, though TikTok is more popular as an entertainment source. That’s according to the latest research conducted by Piper Sandler, which looks at teen trends of note, and how they’re shifting over time. Based on an annual survey of more than 13,000 U.S. teens, Piper Sandler found that Netflix ranks slightly higher than YouTube in daily video consumption, while TikTok beat out IG as the most liked social app.

Meta Launches Updated Brand Safety Controls – October 10, 2024  

Meta’s announced some expanded brand safety and placement tools for its ads, which will help brands manage how their promotions are shown across both Facebook and Instagram.

TikTok users prefer entertainment over news, Pew finds – October 8, 2024  

TikTok may have overcome its reputation as a dance app, but that doesn’t mean its users don’t still want to be entertained. Adult TikTok users in the US primarily follow pop culture and entertainment accounts on the platform, according to a study from Pew Research Center released Tuesday. Creators and influencers who built their following on social media, as well as celebrities, make up half of all TikTok accounts followed by that demographic.

Instagram Launches ‘Best Practices’ Tips Element – October 2, 2024 

Instagram’s looking to help creators maximize their content efforts in the app, with a new “Best Practices” section within its Professional Dashboard, where it will showcase a range of tips, tricks and, um, best practices, based on research.

Gen Z is shopping more on Snapchat than TikTok or Instagram, study shows – October 2, 2024 

If it feels like every time you log onto social media you’re being marketed to, there’s good reason — you are, and that’s because it works. According to a new report from research firm EMARKETER, “high shares of shoppers” across the board are buying content from creators on all platforms.

TikTok Partners With WHO to Combat Medical Misinformation – September 26, 2024 

TikTok’s taking steps to further limit health misinformation in the app, by partnering with the World Health Organization on an expanded fact-checking initiative.

YouTube Shares Insights Into the Potential of Gen AI for Creators – September 24, 2024 

Like most social platforms, YouTube is going hard on AI, and looking to integrate more generative AI features to ensure that its creators can use them to best advantage.

TikTok Updates Search Ads Campaigns with Keyword Targeting – September 24, 2024 

TikTok’s adding another way for brands to get their promotions in front of searching users in the app, with an updated version of its Search Ads campaigns.

TikTok Expands Subscriptions for Creators – September 23, 2024 

TikTok is expanding its subscription option for creators, which will enable more users to build an audience of paying subscribers in the app. TikTok initially launched subscriptions for Live creators back in 2022, but earlier this year, at its U.S. creator summit, it announced that it would soon expand subscriptions to non-Live creators as well.

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