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
Source: Social Media Today, Sept. 6, 2023
Research reveals 5 strategies to engage youth audiences in a shifting media landscape – September 25, 2023
Youth marketing has evolved over recent years. No longer is it just about traditional media forms such as TV. For brands wanting to reach a youth audience, you need to be in their digital world. This highly valuable audience is a treasure trove waiting to be unlocked. They are highly influential on purchase decisions (almost 80% of purchased items within the household are influenced by youth) and highly engaged with digital mediums. Showing up in the right way, at the right place and right time will deliver brand growth now and into the future.
‘I felt betrayed’: Health influencers are gaining notoriety for lies and lawsuits over deceptive marketing and claims that are too good to be true – September 22, 2023
When Joe Loney discovered Liver King, a shredded fitness influencer known for eating raw organs, he was hooked. By working out and sticking to a primal diet, the 35-year old Briton believed, he could attain the same ripped physique as Brian Johnson, the influencer’s real name. Beginning in 2021, Loney ate a daily steak so rare it was almost raw, taking a break only every two to three months.
28% of TikTok users are Gen Xers. Only 5% of brands target that cohort with influencer marketing. – September 22, 2023
Generation X is often described using modifiers like “lost,” “forgotten,” and “invisible,” and those labels also apply to the cohort’s activities on TikTok. According to research published by the media agency Wavemaker, influencer marketing campaigns are underserving Gen X, which accounts for 28% of TikTok users and possesses significant spending power.
Congress is considering a controversial bill that could change what kids see online – September 21, 2023
In the fall of 2021, the Wall Street Journal reported on internal Facebook research leaked by whistleblower Frances Haugen detailing that the company knew Instagram was harmful to teenagers, but did little about it. Around that same time, Instagram acknowledged that it had recommended accounts promoting extreme dieting to accounts registered to teens, even though that goes against its policies.
How to become an influencer in a not-so-glamorous industry – September 21, 2023
Not seeing yourself filming TikTok dances any time soon? That’s fine—I can’t picture myself doing that either. However, I’ve managed to grow to more than 15,000 followers in less than six months as a thought leader in my not-so-glamorous industry. And I’m convinced that every agency owner needs to at least consider putting themselves out there so they can serve more people.
Paramount to Help Brands Create Influencer Content Around Super Bowl, Other Sporting Events – September 21, 2023
Paramount is creating new opportunities for brands to create custom social advertising featuring athletes during major sporting events including the Super Bowl, which will air next year on Paramount-owned channels CBS and Nickelodeon. The media company will launch a new division within its branded content unit called CBS Sports Creator Studio, devoted to its sports properties including the NFL, PGA and college football and basketball, among others.
Benefits Of Hiring Influencers For Quality Content Without A Full Campaign – September 20, 2023
As you’ve likely noticed, the conventional approach to content marketing has been undergoing significant changes. Traditional advertising and agency-produced content are no longer the gold standards they once were. Brands are increasingly distancing themselves from these old-school strategies, opting instead to tap into the authenticity and reach of influencers.
TikTok’s hidden ‘Ozempic economy’ where weight loss influencers trade referrals for drug discounts and cash – September 19, 2023
Lauren Johnston is an Alabama mom on TikTok who has dutifully documented her 10-month journey from 220 pounds to 144 pounds using weight loss drug Mounjaro. The videos of Johnston dancing with her daughter, and of the once skintight workout tops transformed into billowy neon fabrics hanging from her petite frame, have garnered hundreds of thousands of views.
Influencer marketing surpassed $29 billion in 2022: report – September 19, 2023
Consider the marketing industry influenced. Influencer marketing spend increased 21.5% in 2022 to $29 billion and is expected to go up 17% this year, reaching $34 billion, a report from media research firm PQ Media found. The majority of that spend—about 76%—came from the US market, but PQ expects that share to shrink closer to 68% by 2027 as influencer marketing gains traction worldwide. India was the second-fastest-growing market in 2022, followed by Japan. PQ Media uses “proprietary econometric methodology” to forecast industry growth.
5 Keys to an Influencer Marketing Campaign That Makes You Money – September 18, 2023
Imagine being able to engage with your target audience without feeling like you’re selling to them. That’s what influencer marketing can do for your brand. A big reason 93% of marketers include influencer marketing in their brand strategy is because it’s an authentic and effective way to build trust with your audience and sell products fast. And according to Influencer Marketing Hub, brands can earn close to $6 for every dollar spent on influencer marketing.
How to Keep Your Influencer Marketing Campaign Authentic – September 15, 2023
If evolving marketing trends have taught us anything over the past few decades, it is that nothing beats good old word of mouth. Businesses across different industries invest big bucks to ensure shiny ratings and reviews, authentic customer testimonials, and attractive referral marketing offers. Now more than ever, having the recommendation of a trusted source is of the utmost importance. An influencer marketing campaign carries with it the potential for building a powerful brand with a network of loyal customers and skyrocketing your revenue.
Influencer Marketing Strategies for Black Friday & Cyber Monday 2023 – September 15, 2023
Black Friday and Cyber Monday (BFCM) are possibly the two most important days for brands and shoppers. With people anticipating the best deals on clothing, electronics, gifts, and other product categories, physical and online stores are bound to experience a massive traffic bump. Partnering with influencers is one way to drive sales for these events. With TikTok, Instagram Reels, and YouTube Shorts dominating social media, influencer marketing has grown into a $21.1 billion industry, up from $16.4 billion in 2022. Its increasing popularity is due primarily to over 80% of marketers dedicating an influencer marketing budget. To make the most of this trend, we’ll show you the top strategies to help your brand engage in influencer marketing for BFCM.
Creator and Influencer Trends Brands Need to Know About Right Now – September 14, 2023
This week: Tennis champion Coco Gauff draws eyes to Rolex, TikTok expands its e-commerce platform to the U.S.
Global Influencer Marketing Spend Expected to Hit $34 Billion in 2023 – September 14, 2023
Global influencer marketing spend climbed 21.5% in 2022 to $29 billion, according to a new report from market research firm PQ Media. The firm projects influencer marketing investment to soar an additional 17% to $34 billion by the end of 2023 as a growing number of brands and marketers look to leverage creator partnerships.
How one college student is fighting for the rights of child influencers – September 14, 2023
From Grey and Mama to Food Baby to the LaBrants, there’s no shortage of content on the internet that documents kids trying foods, playing sports, and growing up. But family vlogging isn’t always wholesome. It can create risks for the children involved, and kidfluencers have few legal protections—but that could be starting to change.
Girlhood, Interrupted Dylan Mulvaney is pretty sure she can win everyone over. Well, most everyone. – September 13, 2023
Dylan Mulvaney would like to clarify that she does in fact enjoy drinking a cold beer now and again. Still, when we meet at her cottage tucked behind a towering shrub on a steep drive in Laurel Canyon on a blazing-hot afternoon in July — “It feels like Palm Springs!” she chirps as she ushers me inside — she whips up some Aperol spritzes for us despite there being some brews in her fridge. Needless to say, they were not Bud Lights.
The most influential players in the NFL, ranked – September 13, 2023
Women in Cincinnati are drowning their sorrows over the rumored engagement of Bengals QB Joe Burrow with 9-cent “Sad Girl Shots” at a local bar. Marketers might follow suit if they can’t score a different kind of partnership with the NFL star. In addition to being No. 1 in our hearts, Burrow landed on top of the NFL Players Association’s Influencer Hot List this year. The association worked with partnership measurement company Zoomph to rank players’ social performance based on their number of organic posts, followers, engagement rates, impressions, and follower interaction rates across Instagram and X from September 2022 to July 2023.
Influencers Avoiding Climate Content for Fear of Being Branded Greenwashes – September 13, 2023
A new study from Unilever has found that 76% of content creators want to talk about climate issues but over a third (38%) are afraid of greenwashing. Along with greenwashing fears, creators reported other barriers to producing green content, with many feeling they weren’t educated enough on sustainability issues to be a voice on the topic and some fearing being canceled by their followers for getting involved.
Leveraging Influencer Marketing: The Gateway to Expansive Customer Reach – September 12, 2023
In today’s fast-paced digital landscape, where advertisements flood every corner of the internet, capturing the genuine attention of potential customers can often feel like a daunting challenge. However, in this digital transformation era, a compelling marketing strategy has emerged- influencer marketing. It is a powerful and subtle approach that has redefined how brands connect with their target audiences.
Influencer 101? These colleges are teaching students the business of being an influencer – September 12, 2023
With the school year just beginning, college students are scrambling to purchase textbooks and other school supplies. But one class at the University of Southern California has something rather interesting on their back-to-school must-have list: TikTok. Influencer Relations, a class taught at the USC Annenberg School for Communication and Journalism, dives into key components of the influencer world including business and strategic management.
8 Steps to Fire-Up Your Influencer Marketing Campaigns – September 10, 2023
With entertainment-based platforms on the rise, and traditional social networks leaning more into short-form video, demand for creator partnerships is also rising, with a recent survey showing that investment into influencer marketing is now increasing at a faster rate than traditional ad spend.
Tagger Releases Its Q2 Fashion Influencer Marketing Index – September 8, 2023
Tagger by Sprout Social, the global technology leader in making influencer marketing more intelligent, releases its Q2 Fashion Influencer Marketing Index today. The report highlights which fashion brands have seen the most success from influencer marketing and how others can tap into the insights behind millions of sponsored posts to drive sales and brand awareness.
Creator and Influencer Trends Brand Marketers Need to Know About Right Now – September 7, 2023
Ad Age’s influencer marketing news roundup highlights the latest developments at the intersection between brands and the creator economy, including new partnerships between brands and creators, notable new features across social media platforms and the growth of creator-led businesses. This week: Revlon and David Yurman hone in on Gen Z, CapCut looks to expand beyond its sister app TikTok and more.
The New Front Row: How Creators and Luxury Brands are Redefining Fashion Week – September 7, 2023
The presence of different creators throughout Fashion Week is not only a nod to the reach they can generate, and their impact on culture, but also indicates larger shifts in the fashion industry. Trends and consumer buying behavior are increasingly defined from the bottom up; by creators, trying out new styles and gaining traction among their audiences, resulting in new trends and consumer demand. Creators have a seat at shows and have become integral to the full marketing funnel which in turn has enabled consumers to have more say in which brands and trends gain popularity.
Evolving Beyond Virality: Building Sustainable, Long-Term Careers in the Digital Realm – September 6, 2023
In this episode of Young Influentials, Adweek digital editor and host Colin Daniels sits down with Joe Gagliese, co-founder and co-CEO of Viral Nation. Gagliese shares his journey into the space, finding creators and the formula for creating a long-lasting career beyond social platforms.
New Report Finds That Investment in Influencer Marketing Is Rising Faster Than Traditional Ads – September 6, 2023
Influencer marketing is now a major consideration within most digital marketing plans. But did you know that influencer marketing spend is actually growing faster than investment into regular social ad spending? That’s one of the many findings in Insider Intelligence’s latest influencer industry report, which looks at the key trends that are driving influencer marketing investment, and what brands need to factor into their ad plans.
How Influencer Marketing Can Help Increase Sales Amid Uncertain Times – September 5, 2023
In today’s rapidly evolving economic landscape, uncertainty has become the new norm. Global events, technological advancements and shifts in consumer behavior have combined to create an environment where businesses face unprecedented challenges. As companies navigate this uncertain terrain, maintaining consistent sales figures has become a top priority, prompting the exploration of innovative strategies to adapt and thrive.
The Hollywood Strikes Are a Wake-Up Call That Creators Are Bigger Than Social Media – September 1, 2023
Many marketers, social platforms, and media companies talk a big game when it comes to their creator strategies. But only some fully grasp or take advantage of creators’ influence beyond brand sponsorships on social media. Now the ripple effect of the Hollywood strikes on the creator economy will force more companies to walk the talk. Key stat: Spending on sponsored social media content in the US will grow roughly 3.5 times faster in 2023 than social ad spending will—and it will remain ahead through 2025.
AI for the Influencer Marketing Industry
YouTube Announces New Creator Tools, Including Generative AI Options, at ‘Made On’ Event – September 21, 2023
YouTube has announced a range of new creative tools and features, including its first generative AI elements, as it looks to move into line with the latest trends and tools. The new platform includes a range of editing options, including: Audio clean-up, Auto captions, Filters, effects and transitions, Access to royalty free songs and sound effects, Direct publishing to YouTube.
TikTok Officially Launches New In-Stream Labels for AI Generated Content – September 19, 2023
After testing them out with selected users over the past few weeks, TikTok is now officially launching its new in-stream labels for AI-generated content, which will provide an extra level of transparency in the app.
Meta Is Developing a New, More Powerful AI System as Technology Race Escalates – September 10, 2023
Parent of Facebook and Instagram wants artificial-intelligence system to be as capable as OpenAI’s most advanced model. It is the work of a group formed early this year by Meta Chief Executive Mark Zuckerberg to accelerate development of so-called generative AI tools that can produce humanlike expressions. Meta expects to start training the new AI system, known as a large language model, in early 2024.
Estee Lauder Bets Generative AI Can Keep Pace with Shifting Consumer Taste – September 5, 2023
The beauty and cosmetics giant is deepening a relationship with Google Cloud to improve trends monitoring and internal workflows. Marketing experiments with generative AI have proliferated as more platforms and service providers implement tools supported by the technology that can scrape troves of data to produce new content in a speedy manner. ELC’s applications will serve several purposes: to better track consumer sentiment, inform research and development goals and simplify internal workflows while increasing productivity.
How To Shift From Marketing To Storytelling In Healthcare Marketing – September 14, 2023
Consumers make purchasing decisions by weighing multiple considerations, be it price, availability or brand preference. However, recent research has indicated that emotional response is by far the most important factor pushing consumers to buy. According to Gallup research, 70% of purchasing decisions may be unconscious, driven primarily by emotions. This revelation has led marketers to provoke strong emotional connections between consumers and their preferred products in an effort to build lasting relationships. For CPG brands, this has been incredibly fruitful.
Social Media Marketing News
Plan for the distraction: Research reveals the impact of audio on ad cut-through – September 21, 2023
Watching TV keeps audiences’ attention. Watching ads on TV does not. We do not live in an ideal world in which audiences pay attention to ads, but there are ways to maximize the impact ads can have and engage distracted consumers, according to new research.
Streetwear drives Carhartt’s growth, but its marketing will always favor workers – September 20, 2023
Hennike is in the midst of helping Carhartt build its three-year strategic roadmap. For this, she has three key priorities, the first of which she calls “workforce 2.0,” which is all about the evolution of work both from a product point of view and for discovering new audiences to market to. She gives examples of urban farmers or sustainable industries such as wind turbine workers that were featured in the ‘History in the Making’ ad.
The 4 Most Effective Types of Content to Share on Social Media – September 17, 2023
Are you looking for ways to improve your social media marketing strategy? Want to share the most effective types of content with your followers online? The Creative Bodega shares its social media tips in this infographic.
2023 World Car of the Year: 3 Marketing Lessons from Hyundai About How to Engage Gen Z – September 15, 2023
Hyundai’s recent marketing campaigns featuring their award winning IONIQ 6 model amount to a masterclass in engaging Gen Z. From appearing in Spider-Man: Across the Spider-Verse, to embodying K-culture in their online content, to meeting younger audiences in their virtual havens, here are three lessons all marketers can learn from the motor giant: (1) Share a vision of the future, (2) Embodying the spirit of K-culture, (3) Going Viral.
Pinterest Unveils New Ad Tools and Creative Options at Pinterest Presents Event – September 13, 2023
Pinterest held its annual “Pinterest Presents” advertiser event today, in which it showcased a range of new ad products and display options, including Showcase ads, a new ad creation option, “Collages” for Pins, and more. First off, Pinterest has announced that it’s making its “Premiere Spotlight” ad units available in more places in the app.
LinkedIn Adds New Generative AI Search Tools to Sales Navigator – September 13, 2023
LinkedIn continues to lean into generative AI, this time via new AI elements for Sales Navigator, which will make it easier to search for information, and connect with leads, through the use of more conversational language and summaries.
How Gen Z is Defining a New Fashion Zeitgeist with Community at Its Heart – September 12, 2023
Social media is a means for community and connection. With 88% of gen Z communicating with friends and family via social media, the next generation is digital and (more importantly) social. As a result, the demands on fashion brands, and their parameters for connection, desire, and affiliation are changing too.
5 SEO Trends That Have Dominated Online Search in 2023 – September 10, 2023
The team from SMB Services share their key SEO trends from 2023 in this infographic.
Elon Musk’s X Sues California Over Social Media Law to Deal With Disinformation, Extremism – September 9, 2023
Musk, on Friday, legally challenged recent social media laws implemented in California. The new laws require social media companies to reveal their policies for policing disinformation, harassment, hate speech and extremism. The social media firm filed a complaint in federal court in Sacramento, California, X. The ‘true intent’ of the law is to pressure social media companies into eliminating content the state found objectionable, alleged the social media firm.
Pinterest Adds New Body Type Matching to Improve the Diversity of its Discovery Tools – September 7, 2023
Pinterest is rolling out a new process that will enable users to find more images and examples that align with their body shape, via an AI-based system that identifies body shape, size, and form within images in order to increase representation across related feeds and search results.
How Lowe’s is Leveraging Its NFL Deal to Inspire DIYers With New Campaign – September 7, 2023
Earlier this year Lowes renewed a partnership with NFL that originated back in 2019. Head of marketing Jen Wilson explains how in-housing its retail media efforts and restructuring its marketing organization have paid off for the brand: “We’re proud to be the official community improvement partner with the NFL, which is new this year. That is a shared commonality around wanting to rebuild communities across the country. It just made sense in terms of who we are trying to reach”.
20 Smart Ways To Expand Brand Awareness When Entering A New Market – September 8, 2023
While a business may have built a strong and successful brand identity in its home market, trying to sell to buyers in new territories can be challenging. To leverage its existing reputation and resources effectively, an established company entering a new market must focus on expanding its brand awareness among unfamiliar audiences. If audiences in the new market already recognize and trust the brand, that awareness not only helps the company establish credibility and attract new customers, but also enables it to effectively compete with local and international rivals. In this article, members of Forbes Agency Council explore smart ways for companies to expand brand awareness among prospective customers in a new market.
How JCPenny is Pivoting Its Brand as Part of $1B Company Turnaround Plan – September 1, 2023
A new “Make It Count” campaign aims to strengthen a focus on inclusivity and community in the department store chain’s messaging. Centered on four core areas: making fashion accessible, offering a compelling loyalty program, supporting varied local and cultural communities and reinforcing a commitment to positive change.
Meta Says that Threads Engagement is Lower Than it Would Like, as it Continues to Build the App – September 22, 2023
While the Threads team continue to refine the app, in the hopes of providing a true alternative to X, the early buzz around the platform has clearly eased, which could be the beginning of the end for the Meta-owned challenger. That’s according to Instagram chief Adam Mosseri, who provided a brief update on the state of Threads in his weekly Q and A on Instagram Stories, in which he touched on some of the key challenges for the app, and how the Threads team are working to improve.
Facebook Will Now Allow Users to Create Multiple Profiles to Explore Different Interests – September 21, 2023
After experimenting with the option for more than a year, Meta has now launched its new multi-profile option, which will enable users to create multiple Facebook profiles to explore different interests, share different content with different audiences, etc.
What Should Your Business Include in its Threads Strategy? – September 18, 2023
The latest addition to the social media landscape is Threads, Metas’s answer to X (formerly Twitter). Although Threads operates as a stand-alone app, Meta considers it part of Instagram, and you need an Instagram account before you can access Threads. If you’re a businessperson or marketer, you might wonder how Threads can be of value to you, particularly if you already have a presence on either X or Instagram. And if you sign up to the platform, you will probably be wondering how active you should be, and what you should do to justify the time and resources involved.
3 Steps to Turn a Reel into an Ad – September 15, 2023
Given the popularity of short-form video, it’s only logical that all businesses should be considering the entertainment value of the medium, and how it could potentially be used to deliver your brand message. The right video clip could give your brand awareness efforts a huge boost, and the DIY ethos of short-form content also makes it a potentially cheap option, if you can tap into the right approach.
Instagram Adds Following Filter in the Reels Tab – September 13, 2023
A minor Reels update, which brings it more into line with TikTok. This week, Instagram’s added a new “Following” feed in the Reels tab, which enables you to only see Reels from accounts that you follow in the app.
Meta strengthens Threads offerings as usage unravels – September 6, 2023
Meta has unveiled a slew of new features for Threads after the app’s user activity nosedived since its release. More than half of Threads users have left the app since its July debut, Meta CEO Mark Zuckerberg reportedly told staff last Thursday, despite it reaching 100 million sign-ups in its first week. As of early August, the app had about 10 million daily active users, per analytics firm SimilarWeb.
Snapchat Previews Coming AR and Bitmoji Additions at 2023 Beauty Summit – September 21, 2023
At its 2023 Beauty Summit, Snapchat outlined some coming additions for beauty marketers in the app, including post capture Lenses, which enable you to add effects to previously captures images and video, Bitmoji “beauty drops”, a “Beauty Bestie” make-up try-on option, and more.
TikTok Is Exploring a Partnership With Google to Drive Search Traffic – September 21, 2023
According to a new report from Business Insider, TikTok and Google are currently exploring a new partnership, which would integrate Google search prompts, and potentially, at some stage, even results, into TikTok’s own search stream.
TikTok Provides More Ad Metrics to Better Track the Performance of In-App Campaigns – September 19, 2023
TikTok’s looking to provide more insight into the actual performance of TikTok ads, with new Attribution Analytics, which will better connect the dots between ad exposure and conversion.
TikTok Partners With Billboard on New Trending Track Listing – September 14, 2023
TikTok’s looking to further solidify its connection with the music industry, via a new partnership with Billboard on an official “TikTok Billboard Top 50 Chart”.
TikTok Shop Launched for All U.S. Users: What Brands and Creators Should Know – September 12, 2023
TikTok rolled out its in-app shopping platform, TikTok Shop, to all users in the U.S. today after several months of piloting the e-commerce program with select brands and creators. Through TikTok Shop, brands can tag products within both in-feed videos and livestreams that users can click on and purchase all within the app, rather than needing to leave TikTok to buy the product on a brand’s website.
5 charts to help you craft your 2024 TikTok marketing and commerce strategies – September 1, 2023
Social commerce and livestream shopping are playing a larger role on TikTok as the platform builds out its ecommerce business, though influencers still have a lot of sway in purchase decisions, especially among Gen Z. To be successful on TikTok, marketers need to lean into discovery and put content at the heart of their strategy.
The Most-Viewed YouTube Videos of All-Time – September 20, 2023
This is sure to bring back some memories (also, apologies in advance if you end up with a song playing on repeat in your head). The team from Visual Capitalist have put together a listing of the most viewed YouTube videos of all time, which provides some helpful insight into what gains traction in the app, and which videos have seen enduring success.
YouTube Adds New Clips Insights to Further Inform Content Strategy – September 18, 2023
YouTube’s added another insights element within YouTube Studio, which will now enable you to see how many clips have been created from your uploads, and how many views those clips have subsequently generated.
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