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

Influencer Rates: How Much Do Influencers Really Cost in 2025? – November 29, 2024  

If you’re planning an influencer marketing campaign, one of the first things you’ll consider is the cost. While you may choose influencers based on your budget, it’s important to gain some idea of how much influencers cost so you can set aside a realistic budget. 

Authenticity in influencer marketing: How to find authentic influencers – November 25, 2024  

Social media marketers understand how pivotal influencers are to the success of their brand. At the same time, they don’t always know the perfect formula to succeed with influencer marketing. In The 2024 Influencer Marketing Benchmarks Report, we found over 80% of marketers agree that influencers are an essential part of their overall social media strategy.

The Future of Influencer Marketing: 2025 Trends for Authentic Connections – November 25, 2024  

Authenticity is no longer a buzzword but a necessity in influencer marketing. As consumers grow more discerning, brands must foster genuine connections through meaningful partnerships with influencers. The strategies that succeed in 2025 will be those that prioritize transparency, align with the audience’s values, and utilize emerging technologies to create immersive experiences.

Maximizing Impact with Data-Driven Influencer Marketing – November 20, 2024  

Influencer marketing is among the key tools to help brands on TikTok, Instagram, and YouTube boost engagement and win over the audience’s trust. Influencers enable brands to connect and engage with consumers more directly and personally with authentic and relatable content. However, basing partnerships on the volume of followers and likes alone is not enough to run an effective and optimized campaign—that is where in-depth data analysis comes into play. 

The Fine Line Of Exclusivity: Enhancing Influencer Campaigns Without Breaking The Bank – November 19, 2024  

In influencer marketing, exclusivity terms are often treated as standard requests. However, it’s essential to recognize that these asks can have a profound impact on a campaign’s effectiveness. When the demands for exclusivity are too high relative to the campaign goals, they can hinder performance and fail to generate actual results, such as views, impressions or sales. Mismanagement can lead to significant costs.

Why the ad industry is redefining what it means to be a creator vs. influencer – November 7, 2024  

The ad industry and the creator economy are constantly debating the difference in terms between creators and influencers. As the industry evolves and takes up a bigger slice of the marketing pie, there are now more ways to differentiate between the two types of talent — one term seen as a more premium way of marketing, and the other focusing more broadly on creating content across different platforms. There’s perhaps a need for more clarification and updating too, as the types of content grow across channels, from artificial intelligence to virtual avatars.

Unlocking IHOP’s Success: The Power of Influencer Marketing – November 7, 2024  

At Nation’s Restaurant News CREATE event in Nashville, Managing Editor Leigh Anne Zinsmeister and IHOP’s Candice Jacobson discussed IHOP’s approach to influencer marketing, which has become an essential part of their promotional strategy. Jacobson, Executive Director of Integrated Marketing and Brand Communication for IHOP, explains IHOP’s three-tiered influencer strategy: working with brand ambassadors, building relationships with organic brand fans, and engaging cultural icons like athletes and celebrities.

Why Sports Leagues Are Betting Big On Influencer Marketing – November 6, 2024  

Sports leagues have some of the most influential people in the world attached to them. Of course, I’m talking about the athletes who have millions and millions of fans—in real life and on social media. It wouldn’t be far-fetched to say these leagues don’t need to work with everyday social influencers the way most brands do because their “employees” are as influential as they come. Then why in recent years have leagues like the NFL, NBA and others increasingly bet on influencers to stay culturally relevant?

How Brands Find New Audiences As Media Habits Shift – November 4, 2024  

At ADWEEK’s Mediaweek event in New York last week, executives from Coca-Cola’s Bodyarmor Sports Nutrition and news publisher The Shade Room discussed how they’re expanding their audiences by working with influencers and staying on top of changes to content distribution on social platforms.

How nostalgia became the go-to strategy for influencer marketing – November 4, 2024  

For firms working with influencers who understand the power of imagery, nostalgic themes are becoming more popular as a marketing strategy. But what’s the aesthetic appeal of the past? And why is it so powerful, especially in influencer marketing?

How To Become A LinkedIn Influencer In 6 Steps – November 4, 2024  

As LinkedIn continues to grow as a platform for thought leadership, it’s also becoming an increasingly saturated space for creators with goals to build influence and monetize their expertise. If you’re wondering how to become a LinkedIn influencer, the journey often focuses on providing professional value rather than entertainment or lifestyle content typical of platforms like Instagram or TikTok. Unlike other social media spaces, LinkedIn’s audience is tuned into career growth, industry insights, and actionable knowledge directly impacting their professional lives.

Inside the Creator Upfronts—how creators pitched marketers at Walmart and Forbes event – November 1, 2024  

Inspired by the TV upfronts, the inaugural Creator Upfronts brought together over 400 creators, talent agents and marketers for a two-day conference in Los Angeles this week, organized by Forbes and Walmart Creator, the retail giant’s affiliate platform.

What Do Content Creators Charge? – October 31, 2024  

Content creators face unique challenges in deciding what to charge for sponsored content. Compared to traditional industries, there are no standardized guidelines, and rate calculators are often inaccurate, leading to wide disparities in pay and frequent underpayment.

How to capitalize on an influencer’s trust with users – October 31, 2024  

Nowadays, it seems like just about every social media user has taken an influencer’s opinion on something, whether it’s about trying a product or visiting a new restaurant. Even if they don’t know each other in person, the time they spend watching videos creates a kind of relationship that lets them build a rapport, even a sense of trust.

Holiday Season 2024: Influencer Marketing Tips And Advice – October 31, 2024  

As the 2024 holiday season approaches, brands are preparing for one of the busiest—and most profitable—times of the year. Influencer marketing is a go-to strategy for reaching consumers, but with all the competition and noise online, it’s easy to get lost in the holiday chaos. To make sure your brand doesn’t fade into the background, have a thoughtful, well-executed plan.

AI And Influencer Marketing: How Businesses Can Navigate The Future – October 30, 2024  

Influencer marketing has evolved from a trend into a multimillion-dollar industry reshaping brand strategy worldwide. Now, with the rise of artificial intelligence (AI) making way for virtual and synthetic influencers, the landscape is undergoing significant transformation. For Generation Z, deeply connected to digital content, the demand for both human authenticity and virtual creativity is shaping a new era for influencer marketing. The question for brands is how to effectively integrate these human and AI-driven influences to capture this evolving audience.

Why Influencer Marketing Is The New Power Tool For B2B IT Services – October 28, 2024  

Over the years, influencer marketing has become a significant trend. In B2B IT services marketing, there are different stakeholders who have a considerable ability to influence customer behavior. These stakeholders include a mix of individuals who are actual users, people who are part of the value chain, as well as those outside of the value chain, such as analysts and the advisor community. Each has the ability to shape brand perception.

‘I start bawling’: How small brands are responding to the Taylor Swift effect – October 28, 2024  

On Mondays in Aliett Buttelman’s house, she says, Monday Night Football is “unfortunately always on.” But one night in October, the co-founder of the beauty and skin-care brand Fazit Beauty found herself very grateful that her fiancé insists on watching the weekly programming.

Non-Profit

17 Ways To Refresh Your Nonprofit’s Marketing And Comms For 2025 – November 4, 2024  

As 2025 draws nearer, now is the time for nonprofit organizations to critically examine their current marketing and communications strategies. Updating these efforts will ensure the organization is able to successfully reach audiences, as well as meet goals and targets. From incorporating impact stories and networking to openly embracing digital platforms, there are a number of ways to bring new life to established nonprofit processes without alienating stakeholders. To help, 17 Forbes Nonprofit Council members offer advice on steps nonprofit organizations can take to freshen up their marketing and communications without straying too far from their foundation.

Publishing

Why publishers with lists are saying audience, not content, is the new ‘king’ – November 4, 2024  

The digital publishing world is changing, giving publishers a new chance to own their audiences and revenue streams directly. In the past, they depended on platforms like Google and Facebook, but recent tech and privacy shifts are allowing them to move away from this reliance. Here’s how publishers can focus on building a more sustainable, audience-centered approach.

Healthcare

Women drive 80% of healthcare decisions but brands keep missing the mark – November 18, 2024  

Women account for 80% of healthcare decisions in this country yet remain deprioritized and underrepresented in medical marketing, according to an industry guide released Monday. A report produced by the Association of National Advertisers’ SeeHer initiative, partners Abbott Laboratories and CVS Health as well as medical marketing thought leader Cassandra Sinclair dissected why women are not accurately represented in healthcare advertising.

Social News

TikTok Expands Online Safety Education Program With PTA – November 20, 2024  

TikTok has announced that it’s expanding its partnership with the National PTA in the U.S., in order to empower parents to help their teens understand digital safety, and how to spot potentially risky and dangerous behaviors online.

LinkedIn Shares Notes on Posting Do’s and Don’ts – November 20, 2024  

LinkedIn has shared some new notes on what you should be looking to post in the app, as well as the types of content that will get penalized by its feed algorithm, in order to help you maximize your content performance in the app.

Snapchat Announces First ‘Sponsored Snap’ Campaign – November 19, 2024  

After announcing Sponsored Snaps back in September, which will be the first Snapchat ad type that gets directly inserted into user inboxes, Snap has now announced its initial Sponsored Snap campaign, with a DM video message going out to all U.S. Snap users aged 18+ to promote the new movie “Wicked”.

How Will Trump’s Second Term Impact Social Media Companies? – November 10, 2024  

With Donald Trump set to return to the White House for another term, what will that mean for social media regulations, and how will the major social platforms be impacted by a second Trump administration? Social media has played a big role in Trump’s rise, with the president-elect even starting his own social media app to connect with his audience. And now, with Elon Musk by his side, it will also be an element of broader focus for his government.

Instagram Expands Boosting To Include More Post Types – November 7, 2024  

Instagram’s expanded its post boosting options, giving you more ways to maximize the value of your best-performing organic updates. Instagram’s “Boost” option gives you a streamlined, simplified ad set-up process, so that you can get the most out of your best-performing organic posts while they’re resonating.

YouTube Enables Shorts Creators To Request Brand Partnerships – November 6, 2024  

YouTube’s looking to give Shorts creators another pathway to monetization, while it’s also adding new Data Story cards that aim to provide more insight into initial video performance. The main update is a new process that’ll enable Shorts creators to prompt brands for potential partnerships, essentially sponsoring their Shorts clips.

Who Spends the Most Time on Social Media – November 3, 2024  

How much time do you spend on social media every day? You might assume, based on your own activity, that your nation is probably right up there in terms of average social media use, which is why this overview from Visual Capitalist, based on data from We Are Social, may surprise you.

TikTok Launches Updated ‘TikTok Academy’ Marketing Education Platform – October 31, 2024  

This will help. Today, TikTok has announced an update to its TikTok Academy education platform, with a range of new and refreshed courses to help you get a better handle on the ins and outs of your promotional options in the app.

TikTok Announces Activations for Cybersecurity Awareness Month – October 28, 2024  

TikTok has shared some new cybersecurity tips for Cybersecurity Month, while it’s also putting a spotlight on creators who help to raise online safety awareness, and outlining its ongoing efforts to detect system vulnerabilities.

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View the archives of trends in social media curated by our influencer marketing experts:

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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.

Click here to sign up to receive info on trends in social media, the influencer marketing industry, best practices and news straight from our experts to your inbox at a frequency that works best for you.

 

 

View the archives of trends in social media curated by our influencer marketing experts:

September 2024

August 2024

July 2024

June 2024

May 2024

April 2024

March 2024

February 2024

January 2024

December 2023

November 2023

October 2023

September 2023

August 2023

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

Media Buying Briefing: Agencies cultivate the next generation of influencers through gaming – September 16, 2024  

The next generation of influencers and content creators may not come from social media — instead, expect them on gaming platforms, from Roblox and Fortnite to the adjacent communities on Twitch and YouTube.

Influencers drive spending in the face of economic hardship – September 13, 2024  

Despite a general drop in purchasing power, the parasocial influencer-consumer relationship has remained strong, and social-media-driven spending has proved robust, according to a new report. GlobalData’s Creator Economy report predicts that the creator economy will be worth $41bn by 2030. In a recent briefing, the company noted that consumers’ feelings towards influencers were immune to geopolitical tensions, inflation and economic uncertainty, giving these figures a secure platform. With most social media platforms being free to use, even cash-strapped consumers still engage with – and are influenced by – content pushed by algorithms.

Research: For Influencers, Showing Your Inner Circle Can Boost Engagement – September 12, 2024  

Influencer marketing is a billion-dollar industry, and its recent meteoric rise has sparked curiosity about which factors makes some influencer posts more popular than others. In a new paper, researchers analyzed more than 55,000 Instagram posts from the top 763 influencers worldwide during a six month period and discover that posts that read as more authentic to the influencer, for example posts that show close family or friends, receive the highest engagement. They offer considerations for how to harness their findings to improve brand-influencer post success.

Influencer Rates: How Much Do Influencers Really Cost in 2024? – September 12, 2024  

If you’re planning an influencer marketing campaign, one of the first things you’ll consider is the cost. While you may choose influencers based on your budget, it’s important to gain some idea of how much influencers cost so you can set aside a realistic budget. This post gives you a detailed breakdown of influencer rates across various platforms and how to find an influencer based on your budget. Let’s get started.

Influencers On The Rise Make Way For A New Breed Of Agencies – September 12, 2024  

It’s a whole different world than it used to be–and the recent decision by the Democratic National Convention to accredit social media influencers, just as journalists have always been invited to the proceedings, establishes how much things have changed.

How brands like Winx are navigating influencer partnerships ahead of the 2024 election – September 9, 2024  

When a bevy of influencers descended on this year’s Democratic National Convention, a few select brands were along for the ride. That included Winx Health, a sexual and vaginal health company, which teamed up with abortion rights activist Deja Foxx to promote its emergency contraception in a post talking about how reproductive rights were on the ballot this election cycle. Winx also contributed products to the Hotties for Harris activation held that week.

How the elections are shaping influencer marketing, from brand strategies to social media spending – September 9, 2024  

Potential voters are expecting more election content from influencers as the U.S. presidential race enters its most intense phase — but agencies will have to strike the right balance in their creator strategies, content types and the variety of platforms.

Aldi influencer exposes ‘joke’ behind malined industry – September 7, 2024  

I was deep in a mammoth doom scroll on Instagram. In between reels, yet another hyped-up content creator gave me another “honest review” about some life-changing product they were flogging, including a viral black bodysuit that erased love handles.

The rise of fake influencers – September 7, 2024  

There’s a new crop of it-girls, models and influencers dazzling magazine covers and posting on Instagram. But they’re not real.

Why This Brand Launched An Influencer Academy On Instagram – September 5, 2024  

In an era where social media serves as a primary source of information for millions, combating misinformation has become a critical challenge. To address the spread of outdated and inaccurate health information, perinatal brand Needed has launched a groundbreaking initiative: Needed Academy, an Instagram-native learning center for its brand partners and influencers.

The Future Of Marketing: 10 Game-Changing Insights From The Creator Economy – September 4, 2024  

Over the course of this year, I’ve helped brands navigate seismic industry changes, from Oracle’s departure from the advertising business to Google’s cookie phase-out reversal. At the center of discussions (besides the obvious, AI) is an increasing focus on the role influencers play across the media mix and customer journey. After engaging in meaningful discussions with the industry’s top marketing leaders, I’m sharing a top 10 list of my favorite questions, along with my perspectives, which have helped to shape media strategies and innovation roadmaps.

Inside the NFL’s revamped influencer marketing strategy to reach Gen Z and diverse fans – September 3, 2024  

Over 50 influencers and creators will film social content from the sidelines of the NFL’s opening week, which begins Thursday and includes the league’s first game in South America on Friday. 

Niche marketing: How brands can use influencers to reach niche pockets of the internet – August 28, 2024  

As the saying goes, when you try to appeal to everyone, you appeal to no one. Niche marketing is a highly targeted form of advertisement. With niche marketing, businesses promote their products and services to a small, specific and well-defined audience.

Why Influencer Partnerships Work (And Why This Is Unlikely To Change) – August 26, 2024  

There is a wide variety of partnerships you can use in the business world. While many strategic partnerships focus on streamlining internal tasks or outsourcing certain activities, some of the most effective partnerships are marketing focused.

Why Brands Are Inviting Customers on Influencer Trips – August 26, 2024  

Lavish trips full of free swag are no longer exclusively for the high-follower-count elites. Refy, Topicals, and Tarte are among brands that have begun to rebrand influencer trips as “community trips,” bringing regular customers to experiences typically reserved for those with online fame. The trend is part of the evolution of the traditional influencer trip, which has been met with backlash in recent years amid a rising cost of living. Community trips are being combined with broader initiatives to reach wider groups of customers with an aim to generate UGC.

Social Good/Non-Profit

How AI intersects with social good – September 13, 2024 

Over the past two years, AI has had a transformational effect on the business landscape. The technology’s potential to increase creative output, enhance worker productivity, and eliminate jobs has been debated ad nauseam. But one aspect of AI’s proliferation has flown under the radar, or at least not gotten the attention it deserves: how it will affect social impact.

Cause-Related Marketing: Embrace Doing Well by Doing Good – September 3, 2024 

I entered the arena of Cause-Related Marketing before I’d learned the meaning of the term. Ironically, the first steps toward doing a lot of good didn’t come from a dramatic moment. They came from an absurdly outsized dumpster bill.

‘Social profit orientation’ can help companies and nonprofits alike do more good in the world – September 3, 2024 

Economist Milton Friedman’s influential maxim, that a company’s sole obligation is to maximize profits, is outdated. Many companies have voluntarily integrated social concerns into their business operations through corporate social responsibility, or CSR, policies for years.

Social News

TikTok Adds ‘Delete and Re-Edit’ Option for Uploaded Clips – September 15, 2024 

TikTok is currently testing a new option that would enable you to start over with your in-app video project, by removing all of the edits that you’ve made and re-creating your clip.

Meta Publishes Checklist for Holiday Marketing Planning – September 15, 2024 

Okay, there are now only 100 days till Christmas, which means that it’s time to finalize your holiday marketing plans, and get a firm outline in place to ensure that you get the most out of your end-of-year push.

TikTok Rolls Out Improved Safety Measures for Teens – September 5, 2024 

TikTok’s rolling out some new safety tools for young users, including updated in-app resources for parents, improved advice guides, and a new TV campaign that highlights its safety features.

TikTok Announces Expanded Partnership With the NFL – September 5, 2024 

As the new NFL season kicks off, TikTok has announced an extension of its ongoing partnership with the league, via a multi-year partnership that’ll see NFL media and teams continue to post exclusive content to the app.

YouTube Implements Restrictions on Content Recommendations for Teens – September 5, 2024 

YouTube’s announced some new limitations on content recommendations for teens, which are aimed at limiting the potential harmful effects of overexposure in the app.

LinkedIn Launches Gen Z Focused Podcast via iHeartRadio – September 3, 2024 

LinkedIn is launching the first podcast of its partnership with iHeartRadio, with the Gen Z focused “Let’s Talk Offline” being added to the platform’s expanded podcast offering.

New Report Looks at Social Shopping Adoption and Trends – August 29, 2024 

While social shopping hasn’t taken off the way the platforms would like, they’re still pushing in-stream shopping tools, in the hopes of building new revenue streams and use cases.

Instagram Adds Stories Comments To Encourage Interaction – August 28, 2024 

Instagram’s rolling out another way to encourage more interaction, this time via comments on Stories, which are then visible to all who view that Story content.

TikTok Publishes Guide to 2024 Holiday Marketing – August 26, 2024 

Is TikTok part of your marketing mix for your holiday outreach plan? If so, then this is a must-read. TikTok has published a new guide to holiday marketing, focused on the EU market, which includes a range of tips, usage insights, and data pointers to help you map out your strategy.

Instagram Chief Shares Tips on How to Improve Content Performance – August 26, 2024 

In his weekly Q and A session on IG Stories, Instagram chief Adam Mosseri shared some quick tips to help improve your IG content performance. Which, to be clear, won’t suddenly triple your reach or anything crazy like that, but these notes could help to drive some additional eyeballs to your content, and boost your performance charts just a bit.

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View the archives of trends in social media curated by our influencer marketing experts:

August 2024

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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

Influencer Marketing Tools for B2B Success in 2024 – August 26, 2024  

The advent of 2024 sees influencer marketing becoming increasingly ingrained in the B2B sphere, and critics are established as a reliable means of achieving brand trust, attracting consumer attention, and cultivating a substantial pool of relevant leads. Whereas B2C influencer marketing focuses on persons who have numerous followers, the B2B approach is much more specific, targeting individuals who are respected in their fields and have significant authority among other industry professionals. In this article, strategies for B2B influencers and tools that help B2B businesses use influencer marketing effectively are outlined. We aim to outline the most efficient tools of influencer marketing in 2024 for B2B industries to grow.

Nano vs. Micro-Influencer Marketing: What’s the Difference? – August 26, 2024  

In an age where people are more likely to trust the recommendation of a YouTuber over that of a celebrity, influencer marketing is alive and kicking. However, as consumers become more starved for authenticity and credibility, they’re quickly turning their attention toward nano-influencers and micro-influencers who have a more niche influence. 

These Influencer Marketing Tools Can Maximize Your ROI – August 25, 2024  

At its core, influencer marketing is simple—your brand partners with an influential person to promote your products or services. With the right approach, you can turn a bit of their audience into yours.

The Surprising ROI of Small Online Influencers – August 22, 2024   

Sparkling water brand LaCroix has been available in the U.S. since 1981, but it took off to become a go-to drink for millennials about 10 years ago. Its creative flavors and candy-colored packaging were part of the reason, but so, too, was the company’s strategy of working with a large number of relatively small social media influencers who talked up the brand to their audiences.

Research: What Happens When Influencers Turn Off Comments – August 20, 2024   

Influencers are often targets of online negativity, and how they respond to this feedback can have important ramifications for their personal brands and the effectiveness of their product endorsements. Recent research shows that one commonly employed tactic — turning off social media comments — can undermine influencers’ key assets: their persuasiveness, likability, and perceived sincerity.

What the first White House creator conference signals for election season – August 19, 2024   

At the first White House Creator Economy Conference last week, President Biden called creators “the future” and joked about how he could be part of it. “You are the breakthrough in how we communicate,” he said. “And that’s why I invited you to the White House, because I’m looking for a job.” The event, hosted by the White House’s Office of Digital Strategy, aimed to discuss issues like AI, privacy, pay equity, and mental health. Deputy Treasury Secretary Wally Adeyemo and Domestic Policy Advisor Neera Tanden were among those who hosted panels on the topics.

When It Comes to Influencers, Smaller Can Be Better – September/October Print Issue 2024  

Though celebrity influencers get lots of attention, they often don’t produce sales. When Bocconi University’s Maximilian Beichert and colleagues looked at the data on close to 2 million purchases and hundreds of paid influencer endorsements, they discovered that influencers with fewer than 10,000 followers delivered far better returns. In this article Beichert shares his findings along with tips on getting the best results from influencer campaigns.

How Creators And Beauty Brands Are Evolving The Influencer Event – August 17, 2024 

Lavish brand-hosted influencer trips and events have become a big part of the influencer marketing world, especially for fashion & beauty companies looking to increase their brand awareness and build stronger relationships with key tastemakers on social media. Bringing together multiple creators for a glamorous dinner or a tropical getaway, celebrating a product launch, and having everyone share the brand and their experience with their hundreds of thousands of followers is a great way to garner high reach in a short amount of time. When executed well, an influencer event can put an up-and-coming brand on the map, or cement it as the choice brand for the coolest creators around.

Brands Love Influencers (Until Politics Get Involved) – August 16, 2024 

Brands love when social media stars take to Instagram or TikTok to advertise their soap, probiotic sodas, makeup and more. But many of those same brands are eager to avoid influencers who discuss politics. Making sure the two don’t mix has become a fraught exercise in the growing, and often unpredictable, influencer industry. How can a brand join the conversation while making sure it doesn’t get too deep?

12 Predictions On Emerging Ways To Leverage AI In Influencer Marketing – August 16, 2024 

Marketers today have an abundance of AI-powered tools at their fingertips to help them ideate, build and enhance influencer marketing campaigns. Combined with a strong understanding of an organization’s goals and a solid strategy, these systems can help identify ideal collaborators, analyze content performance and even generate personalized messaging.

Revolutionizing Influencer Marketing With Generative AI: Strategies, Implications And The Future – August 15, 2024 

Influencer marketing has become an integral part of modern brand strategies. Its ability to reach target audiences authentically and effectively through trusted voices has proven invaluable. Despite modest beginnings with just $20,000, Daniel Wellington rapidly sold 1 million watches worth $228 million within three years through brilliant influencer marketing. However, the traditional process of identifying, vetting and collaborating with influencers is often time-consuming and resource-intensive.

Corporate influencing: A new frontier in B2B marketing – August 9, 2024 

As the B2B influencer marketing landscape continues to evolve, there’s a growing need for a new breed of influencers: corporate leaders who maintain their roles within large organizations while building a strong social media presence.

Monthly Influencer Marketing Report July 2024 – August 8, 2024 

Every day, over 1 billion Stories are posted across Facebook apps alone, while Instagram sees 46,740 photos uploaded every minute. 

Why Health Care Brands Can No Longer Ignore Influencer Marketing – August 8, 2024 

If you’ve shied away from incorporating social media and influencers into your marketing strategy, now is the time to rethink your approach. There’s never been a better moment to use these powerful channels to promote your brand – especially if you’re in the health care and pharmaceutical space.

Will AI Take Over The Influencer Marketing Industry? – August 8, 2024 

In the 1970s at the Tokyo Institute of Technology, a roboticist named Masahiro Mori introduced a concept he called the “uncanny valley.” It describes a phenomenon Mori observed where the more lifelike robots become, the more appealing they are, but only up to a certain point, and then the appeal rapidly turns into disenchanted repulsion. Simply put, as a robot becomes closer to a true human image, it starts to elicit eerie feelings in people.

Employees As Influencers: The Rise Of Employee-Generated Content – August 7, 2024 

Is your brand’s next content creator someone already on your payroll? Today, employees across industries are stepping into the spotlight to be the creators behind their employer’s social media accounts—from fit checks to day-in-the-life videos, employees are taking center stage.

The evolution of affiliate and influencer marketing: From peak popularity to resurgence – August 7, 2024 

Affiliate and influencer marketing have changed immensely over the past two decades, converging into one holistic solution that has reshaped performance marketing. Here’s a short overview of the rise, fall, and coalescence of the two, as well as recommendations for how brands can leverage this model in today’s world.

Changing The Face And Voice Of Marketing And Advertising Starts With Each Of Us – August 7, 2024 

Earlier this year, the Star Tribune spotlighted troubling statistics from the Federal Reserve Bank of Minneapolis, revealing significant barriers for Minnesotans striving to climb the economic ladder. This inequality is especially pronounced among Black, Indigenous and people of color (BIPOC) individuals, echoing a national trend where economic mobility remains a distant dream for many.

‘Trust runs both ways’: Has influencer marketing become more transparent? – August 7, 2024 

In 2018 Unilever’s then marketing and communications officer, Keith Weed, made headlines with a scathing attack on bad practice in the influencer marketing ecosystem. Flagging fake followers, bots, fraud and “dishonest business models”, Weed committed the FMCG giant to purge of any partnerships that lacked transparency – and urged other brands to do the same.

Is influencer activism the new brand activism? – August 5, 2024 

We recently asked 2,000 consumers if they expect influencers to take a stand on social issues. Almost all (87%) strongly or somewhat agreed. This number rises to 90% for Millennials and Gen Z.

Nano-Influencers: Four Questions To Ask Your Marketing Team – August 5, 2024 

With influencer marketing firmly embedded in CPG companies’ strategies, many CMOs are looking at a new category of influencers with fewer followers but higher engagement and trust levels to separate from their peers and deliver better results. The emergence of nano-influencers has sparked significant interest among brands seeking genuine connections with their target audience.

‘Underconsumption core’ is in — and not a moment too soon, I say – August 4, 2024 

#Underconsumptioncore is taking over TikTok. I’ve been on the underconsumption train long before it was trending. But given the barrage of influencer marketing these days, it’s a lifestyle that is increasingly harder to maintain. Now the stakes are higher as more consumers are feeling cash-strapped.

15 Ways To Use LinkedIn for Influencer Marketing – August 3, 2024 

“Brands that engage in influencer marketing and are winning the battle to increase awareness, website traffic, lead generation, and sales revenue are leveraging target marketing. As a marketing strategist, I work with brands to create and implement influencer marketing campaigns on LinkedIn. What is great about LinkedIn is the type of business-focused audience and the high levels of engagement. When I work with a brand that is B2B (business-to-business), LinkedIn is the #1 social media platform that we use to increase brand awareness and brand loyalty. Using LinkedIn for LinkedIn Live, LinkedIn audio, posts, videos, and promoting webinars have all been tactics that have successfully increased brand revenue and reach. With an influencer campaign, LinkedIn can help to authentically connect with new customers in an engaging and informative way. The secret weapon of influencer campaigns is the combination of education and entertainment in one format—and LinkedIn is the place to be for every B2B brand.” ~ Devoreaux Walton, revelant

From paying influencers to attracting them: A new paradigm in travel marketing – July 31, 2024 

The global tourism industry was one of the sectors most severely impacted by the Covid-19 pandemic. But it has shown remarkable resilience and recovery. As lockdowns lifted and travel restrictions eased, the travel industry saw an unexpected surge in demand.

HOW INFLUENCER MARKETING IS MOVING INTO A MORE RIGOROUS, METRICS-DRIVEN ERA – July 29, 2024 

Influencer marketing creates content at the speed of culture. Its power lies in its ability to speak to consumers directly across the funnel. As a result, influencer budgets and campaign parameters are expanding dramatically. 

Tourism

Influencer-brand partnerships are huge in travel – but they’re not easy to pull off – August 2, 2024 

A rainy Sunday in the good old British ‘summer’. You’re scrolling through Instagram. Your feed is overwhelmed by gorgeous people sipping on Aperol Spritzes on Italy’s Ligurian Coast. Millions of people just like you are suddenly searching for Camogli, a tiny pedestrianized fisherman’s village outside Genoa.

Social Good

Top 65 Social Good Trends in August – August 5, 2024 

The August 2024 social good round-up highlights some charitable and educational initiatives that seek to make a difference.

Social News

YouTube Launches Q&A Shorts Series for Creator Questions – August 25, 2024 

This could be helpful for those looking to build their YouTube presence. Over the past week, YouTube Creator Liaison Rene Ritchie has begun posting Shorts which address specific YouTube growth questions, with answers from YouTube’s Senior Director of Growth and Discovery Todd Beaupré.

LinkedIn Launches In-Feed Video Carousels – August 22, 2024 

You may have noted these already, as LinkedIn has been rolling them out over the last few weeks, but the professional social network is making a new push on video content, via in-feed carousels of video clips.

Meta Activates Threads Crossposting From Facebook and Instagram – August 22, 2024 

Okay, this is probably one of those “just because you can, doesn’t mean that you should” updates. But as reported by TechCrunch, you are now able to cross-post from both Instagram and Facebook to Threads, so you can effectively amplify your updates across all three apps at once.

The Impact of Social Media Purchases – August 21, 2024 

Have you ever bought something based on a social media ad that you didn’t need, or really even want? Evidently, this is fairly common, based on a recent survey conducted by WalletHub, which found that 74% of respondents have indeed bought something from social media that they didn’t need, and 63% regretted the purchase.

Pinterest Shares Rising Trends and Searches in the App – August 20, 2024 

Looking to get a handle on the latest fashion and beauty trends of the season? This will help. Today, Pinterest has published its latest trend update, which provides insights into the key fashion, beauty and food trends heading into fall.

Instagram Tests New Profile Cards for Creators – August 20, 2024 

Instagram’s testing out new profile cards with selected creators, which provide another way to highlight your profile, and showcase your content.

LinkedIn Outlines Improved Semantic Search Capacity – August 15, 2024 

Earlier in the year, we published a post which looked at the use of hashtags on LinkedIn, and whether you actually need to add hashtags to your posts anymore.

Meta Announces Improved Ad Attribution and Targeting Processes – August 14, 2024 

Meta’s planning to update its approach to ad campaign measurement and attribution, in order to better link your Meta ads to conversions, while also giving Meta more data points to work with to optimize campaigns.

LinkedIn Shares Insight Into What Drives B2B Campaign Response – August 14, 2024 

So what’s working in B2B ads, and what sparks decision markers to pay attention, and click through on B2B brand promotions?

B2B is a very different audience to regular consumer outreach, as you’re looking to connect with a more professionally-focused, and goal-oriented market. And as such, what drives the best response may be different, with certain formats likely to better communicate this than others.

TikTok Establishes New Deal with Amazon To Facilitate In-App Purchases – August 11, 2024 

TikTok’s still trying to get people to buy more things in the app, this time via a new integration with Amazon that’ll enable TikTok users to make an Amazon purchase in-stream, without having to tap through to the Amazon app or website.

Instagram Updates Metrics to Focus Creators on Views – August 7, 2024 

Your Instagram metrics are changing, because IG wants you to refocus on reach instead of the traditional followers and likes. For months, Instagram Chief Adam Mosseri has been working to convince creators that they should stop worrying about their follower count and start focusing on reach instead. Because reach, Mosseri says, is what every creator really wants.

INSIDE THREADS MARKETING STRATEGIES—HOW BRANDS ARE PRIORITIZING THE PLATFORM – August 2, 2024 

July marked the one-year anniversary of Meta’s abrupt introduction of Threads, the social media giant’s text-based platform designed to rival X, formerly Twitter. 

Threads Gains Momentum as Users Reach 200M – August 1, 2024 

Zuck wasn’t lying about Threads’ growth momentum. As flagged by Meta chief Mark Zuckerberg in yesterday’s Q2 earnings call, Threads is now up to 200 million monthly active users, as confirmed today by Threads chief Adam Mosseeri.

Justice Department Shares Details of Case Against TikTok – July 28, 2024 

With TikTok’s U.S. sell-off bill looming, many questions remain as to what exactly the case is against the app, and what swayed U.S. senators to vote overwhelmingly in favor of forcing the app to be sold into American ownership or be banned entirely from the region.

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View the archives of trends in social media curated by our influencer marketing experts:

July 2024

June 2024

May 2024

April 2024

March 2024

February 2024

January 2024

December 2023

November 2023

October 2023

September 2023

August 2023

July 2023