Influencer Marketing Resources: May 2023

Marketing Resources,

May 9, 2023

Influencer partnerships best practices, AR, UGC, AI and more: Here are the top headlines for May 2023, which our team of influencer marketing experts update on a weekly basis throughout the month.

Influencer Partnerships Best Practices and Resources

Influencer marketing is a multi-billion-dollar industry, but isn’t without pitfalls – May 28, 2023

It looks like a life of free holidays, clothes and beauty products, but is being a social media influencer worth it? Using just their phones – and their faces – mums, retirees and young people have turned their lives into advertising platforms using social media, seizing a huge chunk of the advertising market. It’s part of a boom of people selling themselves – and products – making an increasing amount of money.

VIDEO: Influencers overtaking world of traditional marketing – May 27, 2023

Co-founder of #gifted James Dumay says authenticity is crucial to influencer marketing as analysts estimate the value of the business is $17 billion a year globally.

Four Challenges Of Using Generative AI In Influencer Marketing – May 26, 2023

Over the last several years, AI technology has been growing at an unprecedented rate, disrupting every digital sector, from software engineering to design. Digital marketing is no exception. In some areas, AI capabilities have even become somewhat standard; one example being the targeted product suggestions in e-commerce.

4 Ways Generative AI Is Simplifying Influencer Marketing – May 25, 2023

Influencer marketing has seen a tremendous surge over the past few years, thanks to the rise of social media. Many marketers believe this is just the beginning, especially with the revolution of generative AI. The following article explores how generative AI is transforming influencer marketing. Ryan Reynolds needs no introduction when it comes to the world of advertising. He is known for his witty sense of humor and sharp writing. With his unorthodox approach, Ryan has created some memorable ads. Early this year, Ryan’s new ad for Mint MobileOpens a new window took the world by storm, surpassing 1 million views on YouTube in no time.

For Influencer Marketing, AI May Not Be Just a New Tool, but a Sea Change – May 18, 2023

When cases started to pop up of AI-generated images winning art and photography contests, social media exploded with the usual debates. After all, AI already has a tenuous relationship with creatives who are afraid of being replaced. Others don’t like the idea of the technology being used to deceive. And then there are those excited for disruption, sparking conversations about how high-quality AI-generated content might be used to marketers’ advantage.

The 8-Step Checklist for Managing an Influencer Campaign – May 18, 2023

Are you looking to get into influencer marketing, and utilizing those with an established platform presence to maximize your campaign reach? This might help – the team from SEMRush have put together a new overview of the key elements of managing an effective influencer marketing campaign, covering all aspects of setting goals and mapping out a strategy to improve performance.

Why Black creators say relationships with platforms remain strained – May 17, 2023

By the time Tiffany La’Ryn graduated from Meta’s Black creator program, We The Culture, in 2021, her content engagement was growing, she had a Meta coach to mentor her and she’d received a stipend from the social media platform’s $25 million investment into Black creators.

For Gen Z, Playing an Influencer on TikTok Comes Naturally – May 17, 2023

Rachel Aaron, a 24-year-old who works in public relations in New York, recently dressed up for a work event at Bloomingdale’s. In the era of “get ready with me” videos on TikTok, it was a golden opportunity to create content. Ms. Aaron, who has just 3,300 followers on TikTok, filmed herself chatting to the camera while selecting a black Skims dress, a blazer and a belt. Her post garnered a few hundred views and some favorable comments like “Slay mamas.”

AI-powered search and the future of marketing – May 17, 2023

The rise of e-commerce and growing economic pressures have made it necessary for many brands to rely more heavily on digital advertising. That means that marketers using search today must leverage strategies to become more efficient, boost performance and reduce complexity.

16 Smart Ways To Measure Influencer Marketing ROI In 2023 – May 16, 2023

Influencer marketing has emerged as a powerful strategy for businesses to connect with their target audience. However, one persistent challenge remains: measuring the return on investment of influencer marketing campaigns. In 2023, best practices for measuring the ROI of influencer campaigns have evolved, encompassing a range of metrics that go beyond tracking follower counts and numbers of likes.

TikTokers on Tarte Cosmetics’ Latest Excursion Pulled Back the Curtain on Influencer Brand Trips – May 16, 2023

If you were one of the lucky influencers invited to makeup company Tarte’s latest brand trip, like TikTok “it-girl” Alix Earle, you’d be staying at a luxurious estate in Turks and Caicos that once belonged to Prince, receiving makeup goodies, and eating meals prepared just in time to satisfy your post-jet skiing hunger pangs. Your fees, accommodations, and schedule would be handled; all you’d have to do is post some Tarte-related content to your hundreds of thousands, or in Earle’s case millions, of followers.

The ‘why’ and ‘how’ behind the evolution of influencer marketing measurement – May 15, 2023

Social media platforms are some of the most innovative and fastest-growing entities on the planet. They need to be. The entire industry depends on keeping consumers interested through new trends and capabilities that set one platform apart from another. The market size of social networking sites is set to reach over $94 billion in 2023.

Are consumers officially ‘over’ influencer culture? – May 15, 2023

The latest TikTok and Instagram trend of ‘deinfluencing’, as the name suggests, turns the whole notion of influencer culture and marketing on its head. Influencers are now telling their followers what brands/products to not buy. This sounds like a disaster for brands that rely on influencer marketing to connect with their audiences, especially Gen Z and Gen X.

The State of Influencer Marketing in 2023 – May 8, 2023

Are you considering an influencer marketing campaign for your business? Want to learn the basics of influencer marketing before getting started? The team from Clearcode share the influencer marketing stats you need to know in this infographic.

To Stay Ahead of the Creator Curve, Networks Are Snapping Up Influencer Agencies – May 8, 2023

Influencers are nothing new in marketing and advertising, but the rise of social media has expanded what an influencer is to marketers. Influencer agencies have been on the rise to corral the mass amount of influencers on the scene and better utilize them for brands. As those influencer agencies continue to gain a foothold as a way to vet, promote and utilize influencers—and lately this applies to a new wave of creators—major holding companies and networks are looking to snap up these agencies that have more and more sway in the marketing ecosystem.

A Growing Influencer Class Attracts a Larger Piece of Destination Marketing – May 7, 2023

Tourism agencies are developing more sophisticated and granular destination influencer marketing strategies as content creators hone their skills, reach, and transparency about niche audiences. “When it comes to inspiring people and getting people excited about a destination, showing them something they didn’t know about the destination, influencers can be very powerful,” said Discover Puerto Rico Chief Marketing Officer Leah Chandler.

Expect to spend more on influencer marketing this year – May 5, 2023

Influencer marketing is getting more expensive. While rates vary based on factors such as the platform, the content type, and creator follower counts, the overall trend for pricing is up.

Niche Influencer Partnerships Best Practices and Resources

Healthcare/Pharma

How to capture the full impact of social media on healthcare – May 22, 2023

The road to wellness isn’t linear. Neither is the road to social media maturity. The COVID pandemic was an unanticipated crisis for the healthcare industry, but one that opened organizations’ eyes to the crucial business impact digital and social media marketing can have. Social can tackle some of the biggest problems the healthcare industry is facing. Employer branding efforts can help ease some of the nurse attrition pains providers are feeling. When new threats emerge, healthcare organizations can take to social media to educate the public on how to protect themselves. When medical misinformation starts brewing, social media is a direct line to setting the record straight with patients.

How Ozempic Will Change Health and Wellness Marketing – May 18, 2023

On their morning commutes this spring, New Yorkers have been greeted with ads that promise “a weekly shot to lose weight.” Paid for by telehealth company Ro, the subway ads include a picture of a woman injecting herself in the stomach with a shot, while directing viewers to a website plugging Ro’s “Body Program,” which includes coaching and diagnostic testing.

Nonprofit/Philanthropy/Social Good

McDonald’s spotlights Black Girls Surf to promote ‘Little Mermaid’ tie-up – May 24, 2023

McDonald’s launched a national television commercial as part of its tie-up with Disney’s “The Little Mermaid,” according to a press release. Toys of the film’s characters will be available for a limited time as part of an eponymous Happy Meal.

How Brands Align Can Align With Social Causes To Build Stronger Customer Connections – May 8, 2023

In today’s socially conscious world, consumers increasingly seek to support brands that align with their values and beliefs. That’s a great thing. As a result, purpose-driven marketing has emerged as a powerful way for brands to connect with their audiences on a deeper level. The fact is that younger generations, just like the ones before them, want to make the world a better place.

What Retailers And Nonprofits Can Learn From Each Other About Driving Advocacy – May 1, 2023

You’ve probably heard of the term shuffling in the context of playing cards, where a player shuffles to maximize the probability of generating a new event. More recently, the concept has made its way into executive board rooms, where leaders are encouraged to apply knowledge and insights from one discipline to another to improve collaboration, encourage empathy and drive continuous improvement.

Philadelphia nonprofit helps soon-to-be Black doctors with #blackphillygradwishlist – April 29, 2023

Black doctors have always been underrepresented in this country. As a matter of fact, they make up a mere 5% of all physicians in the U.S. So it’s an achievement when a Black student completes medical school and goes into residency. An organization in Philadelphia is making sure those soon-to-be doctors feel celebrated and supported in a generous way.

Social Media Marketing News

How Real Customer Reviews Can Influence the Purchase Process – May 24, 2023

Are you making use of customer reviews in your marketing efforts? You should be – according to a recent study conducted by Emplifi, in collaboration with Harris Interactive, over 87% of consumers say that real-life customer reviews have a greater impact on their purchase activity than influencer/celebrity endorsements, or direct brand ads.

Google Announces New Generative AI Ad Tools at Marketing Live Event – May 23, 2023

Google’s announced a range of new generative AI tools for brands at its Google Marketing Live event, including new ad creation options, customized Search ads based on your website text, and more. First off, on ad creation tools – Google’s rolling out a new process that will enable advertisers to generate background visuals for their product shots, which will provide more ways to make your content stand out in user feeds.

YouTube’s Rolling Out 30-Second Unskippable Ads to Connected TVs – May 18, 2023

YouTube’s looking to capitalize on the rising usage of the app on home TV sets, with the expansion of 30-second non-skippable ads to Connected TV campaigns. Which could be an annoyance for viewers, but the capacity to use YouTube to reach people via the biggest screen in their house has big potential for marketers, with TV traditionally being the most effective avenue for broad reach marketing.

Top Social Media Statistics And Trends Of 2023 – May 18, 2023

Recent announcements at Google I/O have propelled social media into an even larger share of the web spotlight. Platforms such as TikTok, Instagram, Facebook and YouTube are poised to become powerful marketing stages for your brand to interact with your audience.

Twitter Blue Subscribers Can Now Upload 2-Hour Videos in the App – May 18, 2023

It’s been coming for a while, but Twitter has today confirmed that Twitter Blue subscribers – all 650k of them – can now upload videos up to two hours long in the app.

Study Shows that 25% of Twitter Users Don’t Expect to Still be Using Twitter in 12 Months – May 17, 2023

Pew Research has shared some new insights into Twitter engagement pre and post Elon Musk’s takeover at the app, which shows that more users are taking breaks from tweeting, and that around a quarter of active Twitter users don’t expect to be using the app at all in 12 months time.

10 Social Media Trends to Follow in 2023 – May 12, 2023

Are you looking for ways to increase brand visibility online? Want to learn about the hottest trends in social media in 2023? The team from Mentionlytics share their social media trends in this infographic.

YouTube Looks to Streamline Channel Page Options to Improve Engagement – May 4, 2023

YouTube’s looking to improve its channel display options to help creators maximize engagement, with a range of new sorting and categorization tools on the way to help channel visitors find more relevant content and info in-stream. First off, YouTube’s adding a new shelf of personalized ‘For you’ recommendations for channel visitors, based on their viewing history.

YouTube Adds New Shorts Ad Placement Options to Facilitate More Promotional Opportunities – May 1, 2023

YouTube’s adding more ways for brands to advertise via YouTube Shorts, in order to tap into short-form content consumption trends, and maximize your branding opportunities in the app. First off, YouTube’s adding Shorts into Video Reach campaigns, which use AI to place your ads to improve reach and efficiency.

Social News: TikTok

TikTok Launches ‘TikTok World Hub’ to Share Guides and Insights for Marketers – May 9, 2023

TikTok has held its third annual ‘TikTok World’ event today, where it’s shared new insight into its latest product developments, ad tools, and creator options, along with strategy tips and pointers to help businesses grow their TikTok presence.

Threat of TikTok ban has creators scrambling to build followings on Instagram, YouTube – May 6, 2023

As TikTok CEO Shou Zi Chew faced hours of grueling questioning from members of Congress in late March, small business owner Chad Spangler watched in frustration. The bipartisan congressional committee was exploring how TikTok, the massively popular short-form video app owned by China’s ByteDance, could pose a potential privacy and security threat to U.S. consumers.

TikTok Shares New Insights into the Effectiveness of Marketing Mix Modeling in Ad Measurement – May 4, 2023

As marketing teams look for new ways to optimize performance, amid increasingly restrictive data flows, and other changes to measurement, new forms of tracking are emerging to take the place of traditional last-click models and other less accurate processes. And with consumers now also following vastly different purchase journeys, media mix modeling (MMM) has become a bigger focus in this respect, providing more inputs and tracking parameters to better connect the dots, and show exactly how your media spend is influencing sales results.

TikTok Expands Pulse Ads to Specific Verticals and Topics – May 3, 2023

TikTok is launching a new, premium ad option, which will enable big brands to maximize ad placement alongside the most popular content in the app. Called ‘Pulse Premiere’, the new offering is an extension of TikTok’s Pulse ads, which it launched last May. Pulse ads enable advertisers to place their ads alongside TikTok clips that are in the top 4% of performers on any given day, based on views and engagement.

Social News: Meta

Meta Provides New Insights into Content Removals and Government Requests – May 17, 2023

Meta has published its latest Transparency and Community Standards Enforcement Reports, providing insight into all the content removals and requests that have been submitted to the company in recent months.

Instagram Adds GIFs in Comments – May 16, 2023

This is either an exciting or annoying update, depending on your personal perspective. In a Broadcast Channels chat with Meta CEO Mark Zuckerberg, Instagram chief Adam Mosseri announced that you can now post GIFs in Instagram comments.

Instagram is getting ready to debut a Twitter competitor and it could go live as soon as June – May 19, 2023

Instagram is planning to release a text-based app that will compete with Twitter. The company is currently testing the project with celebrities and influencers, according to people familiar with the matter. It has been secretly available to select creators for months, according to one of the people.

Meta Adds New Lead Generation Tools on Facebook – May 18, 2023

Meta’s looking to help brands make more direct contact with consumers via Facebook, with a range of lead generation form updates that will make it easier for users to connect with businesses via simplified, automated info sharing tools and processes.

Meta Outlines Its Evolving AI Ad Targeting Process, Which Is Improving Ad Performance – May 12, 2023

Amid various changes to online data collection, which have restricted how much insight digital platforms can use in ad targeting, Meta has been developing new machine learning-based ad targeting models, which are able to deliver more relevant ads to each user without requiring the same level of personal usage insight.

Meta Previews New AR and Shopping Ads at NewFronts – May 4, 2023

Meta has previewed some new AR and Reels ad options, which will help brands tap into the popularity of each format, while it’s also looking to continue building its in-stream commerce tools, as part of a resurgence of its in-app shopping efforts. Meta made the announcements at IAB Newfronts today, where it also shared a range of performance insights on its latest ad tools, including its improving Advantage+ campaign options, which are powered by AI, and are generating good results for many brands.

Instagram Updates Policies Around UGC to Expand Content Collaboration Opportunities – May 1, 2023

Instagram’s updating its policies around affiliate marketing, while it’s also renaming its Branded Content Ads to Partnership Ads instead, in order to better communicate its evolving approach on this front.

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