Influencer Marketing Thought Leader Cooper Munroe Published by Forbes

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

One in five social media users consider themselves an influencer or content creator – August 30, 2023

76% of self-proclaimed influencers say they earn enough money from social media content creation and advertising to support themselves without other work.

54% of consumers tend to follow their favorite content creators across all the social media platforms they post on.

Social media personalities who create content based on broadly appealing topics, such as food (41%) and entertainment (41%), tend to have the most interest from followers.

Inside Threads’ First Month of Influencer Brand Deals and What’s Next – August 29, 2023

Within just a few days of the launch of Threads, Adam Rose became the first content creator to share a sponsored post on the Meta-owned platform, teaming up with Hulu to promote its “Futurama” reboot. Last week, the comedian, actor and writer broadened his sponsored Threads content through a new partnership with VPN service provider Surfshark.

How is Influencer Marketing Shaping Brands Across Categories? – August 28, 2023

During discussions about the significance of influencer marketing in the present day, representatives from diverse industries including beauty, cosmetics, finance, real estate and food, highlighted the integral role influencers play in their businesses. They stressed that instead of limiting influencers’ creativity, they provide them with products to explore and incorporate into their content creation process.

How social influencer marketing shapes consumer behaviors – August 25, 2023

An influencer can have authority, expertise, or relationships with an audience and can have a great effect on their purchasing decisions. Social Media influencers are able to connect with their fans on social media platforms where they can share content and promote products and services they find valuable. They are able to impact consumer behavior due to the trust they have built with their followers, their knowledge in specific niches, and people’s perception of their authenticity and reliability. Many brands use social influencer marketing tactics to help build their brand awareness and draw attention to their products and services as influencers can help nurture brand loyalty and improve customer retention, creating a community for the brand and their customers.

Bud Light debuts NFL campaign amid continued fallout – August 24, 2023

Bud Light is hoping the NFL can help it win back drinkers following months of falling sales. The beer brand has rolled out an ad titled “Easy to Sunday,” which follows its “Easy to Summer” campaign. According to Bud Light, it’s one of the brand’s largest NFL campaigns to date and will air in 15-, 30-, and 60-second increments throughout the season.

Deinfluencers: How These Hidden Dissuaders Are Changing Influencer Marketing – August 23, 2023

This NFL season, fans will be seeing something new on the players’ jerseys, and it’s not sponsor patches (yet). It’s the number zero. The league’s owners voted in March to allow players (outside of linemen) to wear No. 0, a move that seems to have sparked at least some excitement among athletes, with a dozen having picked the number as of June, according to CBS Sports. There’s at least one brand that’s enthusiastic about the change, too.

How Pepsi turned the NFL’s decision to allow players to wear No. 0 into a marketing opportunity – August 23, 2023

In today’s hyper-connected digital age, social media has become an integral part of our daily lives. From scrolling through captivating visuals on Instagram to engaging in thought-provoking discussions on X (formerly Twitter), billions of people across the globe are actively using social media platforms. And with a new platform popping up every so often, businesses must keep up. This presents an opportunity to connect with their target audience, build brand awareness, and drive exponential growth. Let’s explore marketing strategies that harness the power of social media to propel your brand to new heights.

Yes, influencers can steer people to your store – if you do this – August 22, 2023

There is no denying in the current climate that high street retailers face a grave challenge. There is equally no denying that influencer marketing is going from strength to strength. It has evolved over the last decade, often recreating itself, and it is now a larger and more indispensable part of the marketing mix. So, is there some correlation?

Is Influencer Marketing a Trendy or Smart Strategy? – August 22, 2023

Around 2003, many businesses were built by buying pay-per-click (PPC) ads on the cheap. A similar opportunity exists today, but this time around, social media influencer marketing is the trendy strategy. It’s a strategy to which advertisers — including small businesses — are paying close attention.

Welcome to a new era where ROI means Return on Influence – August 22, 2023

Affiliate marketing in influencer programs is a well under-utilized tactic by most brands. This is because they aren’t using incentives for influencers as they are more focused on driving engagement and awareness rather than overall sales. As the influencer marketing industry continues to grow, brands are working to build deeper connections with influencers through the sales they generate. By applying affiliate thinking to influencer selling, brands would be rewarding creators for the value they deliver as well as incentivize them to keep doing it.

Tok of the town: The Lipstick Lesbians boost ‘beauty literacy’ on TikTok – August 14, 2023

In December 2022, Alexis Androulakis was weighing leaving the beauty industry after more than 15 years. That was until her wife, Christina Basias, posted a series of videos she had filmed of Androulakis on TikTok playing her favorite beauty retail game: trying out products and guessing (almost always correctly) where they were manufactured. And millions of people watched.

What Gen Z Wants from Influencer Marketing and Brand Social Media – August 18, 2023

Gen Z has remained a highly sought-after consumer demographic among brands for the better part of a decade, driving marketers to develop campaigns and social strategies designed to resonate specifically with this age cohort. But many marketers have continued to fall short when it comes to connecting with Gen Z—and it’s often due to the simple fact that rather than working with Gen Z to craft those campaigns and social media posts, marketers look to agencies and consultancies speaking on behalf of these younger consumers.

The Need For Big Data In Influencer Marketing Strategies – August 17, 2023

Social media is one of the largest sources of data in the world. Every minute, users post 1.7 million pieces of content on Facebook, upload 500 hours of video on YouTube and share 66,000 photos on Instagram. Every like, share, follow, view and click for this content is captured, creating a real-time database of digital behavior.

How to do it: A case study in microinfluencers – August 16, 2023

Staying ahead of the competition is both a challenge and an objective for every business. As brands strive to connect with their target audience, traditional marketing tactics often fall short in the face of ever-evolving consumer preferences along with the ever-growing presence of social media platforms. So how do brands make the most of their presence in the digital world to stay ahead of competitors? Enter micro-influencers, the game-changers of social media and influencer marketing.

How to Do Influencer Marketing the Right Way in 2023 – August 16, 2023

At the beginning of this discipline, the only “influencers” available for hire were celebrities in radio, print or television commercials — an expense seldom affordable to small businesses and marketing agencies.

How To Ensure A Successful Partnership In Influencer Marketing – August 15, 2023

In a landscape heaving with PR, creative and integrated marketing agencies vying for your influencer marketing business, it can feel increasingly overwhelming to parse through scores of websites and proposals. Constant vigilance and choosing a partner who seamlessly understands and integrates the functions of PR, paid and earned influencers, media and creative is essential to ensuring that your influencer program is effective and frankly, honest.

Amplify Trendjacking Efforts With Influencer Marketing – August 15, 2023

As brands navigate the ever-evolving world of modern marketing, they’re always on the hunt for fresh strategies to engage consumers and outpace the competition. Enter trendjacking: the art of syncing marketing campaigns with the latest trends and pop culture buzz. It’s all about seizing the moment and placing a brand smack dab in the heart of the chatter. Amplify this with influencer marketing, and trendjacking can become a true game changer.

Holiday marketing strategies – how brands and creators can work together this season – August 15, 2023

According to a new survey from creator marketing platform Collective Voice, nearly 50% of influencers are already mapping out their social media content for the holiday season. As well as over a quarter of creators reporting that they begin planning their holiday-themed content before the end of July. Meaning that marketers need to consider the role of influencers in their upcoming holiday campaigns before they run out of time to secure sponsorships.

The ‘true human influencer’ manifesto: leveling up influencer marketing measurement – August 15, 2023

True human influence is what we achieve when we build meaningful relationships between brands, creators, and audiences. Human influencers can propel a brand and their creators into a space where audiences are more receptive to them. Working with influencers is no longer a short-term tactic, but a critical creative and marketing long-term strategy. When it comes to measuring true human influence, existing measurement techniques around audience response and conversion need to be adopted more widely. These measurements are a crucial part of the fundamental practice in building creator campaigns and partnerships, providing brands with full visibility of the impact of those campaigns.

Perfectly imperfect Flintstones Vitamins campaign celebrates the reality of parenting – August 10, 2023

Flintstones Vitamins has recently launched their “Made for Real Growth” campaign designed to absolve parents of the pressure to be perfect. Demonstrating the beauty and reality of growing up. The company’s campaign will include branded content from a network of content creator families showcasing unscripted, unedited, and imperfect videos of their everyday life. Flintstones is “…reshaping its marketing strategy to resonate more deeply with parents” and pushing against the projection of unrealistic expectations and images of parenthood in the media.

UGC is growing—but can it overtake traditional influencer marketing? – August 9, 2023

Influencer rates are rising, brands are seeking communities, and people—particularly Gen Z—are growing wary of influencers’ promoted products. In response, some marketers—particularly those in the CPG and retail space—are banking on user-generated content (UGC) to reach social audiences, encouraging people without huge followings to post about products in what may appear to be more authentic than influencer posts while also likely saving money on rates.

5 Ways to Stop Wasting Money on Influencer Marketing – August 9, 2023

In the world of social media marketing, user-generated content and influencer collaborations are known tools to boost brand promotion organically. They hold the potential to connect with audiences on a deeper level, build trust and drive substantial business growth. However, while these strategies can be powerful, achieving exceptional returns isn’t a given. Brands must navigate the intricacies of influencer marketing to realize its true potential and secure the fastest and most effective return on their investment.

Marketing Briefing: Why concerns of influencer marketing oversaturation are overblown – August 8, 2023

As influencer marketing continues to mature, a common concern has bubbled up: Oversaturation. If more and more young people want to become influencers (they do) and more accounts are garnering major followings (they are — nearly 40,000 accounts on TikTok have over a million followers), then could we be nearing some kind of influencer marketing tipping point?

Back-to-school 2023: Can marketing transcend the turbulence? – August 8, 2023

As back-to-school season reaches its peak, brands like American Eagle and Amazon are working hard to find ways to make sure they stand out strong this year. Forecasts project that consumer spending this season will drop, making it important for brands to really market on the value of their products to capture the share of consumers’ modest budgets. Capitalizing on nostalgia and family traditions to bring in family’s looking for a place to do their back-to-school shopping. American Eagle has recently launched its new denim-centered marketing campaign with a ‘90s-inspired clothing collection influenced by past champions of fashion looking to utilize Gen Z’s interest in the decade rewind.

Do Your Homework: The Strategy Behind Effective Creator Marketing – August 7, 2023

One aspect of the marketing industry that I love the most is its unwavering ability to constantly evolve and change with culture, consumer behavior and the overall digitization of the world we live in. Nothing we do today is done the same way we used to do it, and influencer marketing is certainly no exception. In 2023, influencer marketing is expected to grow into an astonishing $21.1 billion industry, a 1,200% increase from $1.7 billion just seven years ago.

Influencer Favorite E.l.f. Beauty Outpaces Industry Leaders In Earnings—Here Are TikTok’s Most Talked-About Makeup Brands – August 4, 2023

The makeup brand loved by influencers, e.l.f. Beauty, this week reported its 18th consecutive quarter of sales growth and market share gains, pointing to a marketing strategy that’s paid off as the brand continues to partner with big-time social media personalities like Meredith Duxbury, Nabela Noor and Mikayla Nogueira.

Creator Monetization: Diversifying Income Streams And Opportunities – August 4, 2023

For content creators and influencers, monetization is one of the key elements of establishing and growing a brand. And as the influencer marketing industry grows, the monetization landscape is shifting, unlocking new opportunities for creators to generate income. Creators are increasingly moving beyond brand sponsorships to avenues like subscription services and selling their own products.

Partnering With an Influencer? Consider These Factors First – August 3, 2023

With around 72 percent of Gen Z and Millennials following influencers on social media, it’s difficult to deny the powerful reach influencer marketing can have on such a large portion of the consumer population. Influencers not only boast an established audience of viewers, but they also possess a unique, loyal and trusting relationship with their audience members — something a brand may have difficulty achieving on its own. Naturally, more and more brands are looking to partner with influencers to help sell and promote their products; however, doing so shouldn’t be an impulse decision.

Why Influencer Marketing Isn’t Just for Consumer Brands – August 3, 2023

With social media flooded with influencer campaigns for beauty products, fashion, and toys, you’d be forgiven for assuming that influencer marketing is reserved for consumer brands. However, there’s a ‘real world’ side to influencer marketing, which is potentially game-changing for B2B businesses. Influencers are everywhere, in every sector, and there’s a huge untapped potential in B2B audiences.

Why State Farm used influencer marketing to attract Gen Zers to its video game competition – August 1, 2023

State Farm (yes, the insurance brand) worked with creators to generate buzz around its video game competition in June to reach millennials and Gen Z gamers. State Farm created Gamerhood, a game series that pits users against each other, in 2022. To invest in that offering this year, the brand hired big gaming streamers including Tyler “Ninja” Blevins and his wife, Jessica Blevins, as well as Ludwig (Ludwig Anders Ahgren), Typical Gamer (Andre Rebelo), and Krystalogy (Krysta Eason) to compete in Gamerhood and promote it on their own Twitch streams.

AI for the Influencer Marketing Industry

Why virtual influencers have died off despite the AI boom that has a chokehold on the industry – August 31, 2023

The generative artificial intelligence boom has the advertising industry enamored. Agencies and platforms are cranking out new tools and capabilities to dazzle marketers. However, virtual influencers — buzzed about up until late last year with the rise of Web3 and the metaverse — seem to have fallen out of favor.

How Neuromarketing and AI are Converging to Strengthen Ad Campaigns – August 30, 2023

GlassView, a marketing firm with a penchant for neuroscience, uses high-tech headbands to measure the brain activity of consenting individuals. For a January campaign for Travel Texas, GlassView fed this data into an AI model, which detected patterns in how people were emotionally responding to ads. The media strategy was adapted accordingly, leading to a 97% increase in tourists to the state, the firm reported.

The impact of ChatGPT on influencer marketing campaigns – August 7, 2023

Influencer Marketing has become a popular and effective strategy used to leverage the reach and credibility of influencers. With its continuous growth, brands are looking for new ways to drive consumer engagement, enhance brand visibility, and reach a larger audience. As ChatGPT grows in usage in the influencer marketing world, many look at the effects of ChatGPT and its potential to completely revolutionize influencer marketing. Incorporating AI technology to help marketers and influencers spark creativity, execute tasks, reach new target audience, and drive consumer engagement.

The ethical and legal considerations of influencer marketing and AI photo editing tools – August 3, 2023

The potential of AI tools like ChatGPT have been getting harder and harder to ignore in the influencer marketing industry as the technology grows and integrates itself into the workforce. However, despite all the benefits, it’s hard to ignore its potential legal issues such as privacy, bias and discrimination, plagiarism, and intellectual property violations. The misuse of AI photo-editing can lead to a misrepresentation and expose influencers to a plethora of consequences. Most of these issues revolve around the power of Authenticity and peoples concerns with a lack of transparency from influencers who may use these tools.

Instagram is working on labels for AI-generated content – August 2, 2023

Instagram appears to be working on new notices that would identify when AI has played a role in creating content on its platform. App researcher Alessandro Paluzzi, who frequently discovers new Instagram features before they’re officially announced or released, has posted a screenshot of a page in the Instagram app that reads “the creator or Meta said that this content was created or edited with AI.” The specific notice notes that in this case it’s an image that’s been “generated by Meta AI,” before giving a brief description of what generative AI is, and how to identify posts that use AI.

Niche Influencer Partnership Resources

Philanthropy/Social Good

3 Steps To Repurpose Your Marketing Content – August 2, 2023

In the fast-paced and sometimes challenging world of content marketing, consistent content creation is a necessity to stay relevant in the digital community. Constantly forming fresh ideas can be a daunting task. Fortunately, you can make the most out of the content you’ve already published by repurposing it. Repurposing as in, reframing and redesigning content for a new platform. Take a step back and review what you already published online. Chances are, you already created your next piece—it’s simply buried within your published content. Here are three steps to help you repurpose your existing content.

Social Media Marketing News

Behind Selena Gomez’s Rare Beauty makeup brand partnership with Hulu’s ‘Only Murders in the Building’ – August 25, 2023

Many brands are trying to find new ways to reach streaming audiences without purchasing traditional ads to gain traction. It’s no secret that TV is an expensive marketing channel which makes it difficult for many startups to rationalize the big spend. Actress and singer Selena Gomez and founder of rare beauty is taking a different approach to marketing by finding alternative ways to get her products in front of a big audience. Selena Gomez, who is currently starring in Hulu’s popular “Only Murders in the Building” often wears rare beauty makeup while in character. Recently fans were able to purchase the “Mabel Mora’s Must Haves Collection” from Rare Beauty, which consists of six Rare Beauty products used to create Mabel’s signature look from season three of “Only Murders in the Building”.

YouTube’s Advice for Shorts Creators, Including Hashtags, the Algorithm and More – August 24, 2023

You should probably consider it. Shorts is the fastest-growing content type on YouTube, and is now driving over 50 billion daily views in the app. Built in the mold of TikTok, Shorts leans into the growing trend towards more succinct, attention-grabbing clips, and it could be a valuable pathway towards increased brand awareness and perception.

A year into the job, how is Calvin Flein’s CMO keeping the brand fresh? – August 20, 2023

Calvin Klein’s Chief Marketing Officer, Jonathan Bottomley, is aiming to make Calvin Klein the most aspirational brand in the world. It’s a blend of experience that he says makes him good at “creating the brand equity that’s required to build long term value for a business” in the background in digital commerce that gives him the “ability to take that equity and really drive short term sales through digital marketing common data and consumer segmentation”. Bottomley’s core marketing strategy at Calvin Klein has four main attributes: create entertaining campaigns through cultural brand ambassadors, using engagement that drives full funnel marketing, having a precise target strategy aimed at directing customers to purchase, and building a CRM engine that renovates the way we target and personalize messages to audiences.

Pinterest CEO on user growth: ‘Gen Z is our fastest-growing cohort’ – August 1, 2023

Pinterest CEO Bill Ready says the company is seeing significant growth, especially with Gen Z users. Ready states that “Gen Z is our fastest-growing cohort, and they’re engaging more deeply than prior cohorts”. Users originally used Pinterest as an image sharing and social media survive, but are not diving more into the companies “shoppable content” onto Pinterest and boosting engagement.

TikTok News

TikTok publishes 2023 Holiday Marketing Guide – August 21, 2023

TikTok has recently published its 2023 Holiday Marketing Guide that includes a range of tips and insights that may help you map out your holiday campaign. As more and more people continue to use TikTok as a trend-based search engine, it’s worth it for brands to consider how their target audience is using the app. Especially as we continue to shift towards using social media platforms for entertainment, as opposed to social interaction. Content creators and brands can look towards TikTok’s marketing guide as a way to improve their results during the holiday season. With many people using TikTok as a key entertainment platform, engagement value is high and could drive strong responses with the right campaign and marketing approach.

TikTok Shares New Guide to Ad Campaign Fundamentals – August 18, 2023

TikTok has shared a new guide to the key basics of successful in-app ad campaigns, including notes on how to identify your main selling points, how to create videos around them, and how to optimize your presentation for TikTok specifically.

New TikTok Bans in the US Could Re-Ignite Fears of Broader Restrictions – August 16, 2023

Is this the beginning of a new wave of action against TikTok? Today, the City of New York has announced that TikTok is now banned on all city-owned devices, expanding on other federal and state bans of the app on government-owned tools. The ban comes after a review by NYC Cyber Command, which found that TikTok poses a security threat to the city’s technical networks.

TikTok Publishes New Playbook for Travel Marketers – August 15, 2023

TikTok has published a new travel marketing playbook, which is designed to help travel-related businesses tap into the rising interest in holidays in the app. Indeed, TikTok says that 96% of its users are in the market for travel experiences, and 77% of them say that the app has played a role in their most recent travel purchases.

Inside TikTok’s out-of-home marketing approach as it expands further beyond mobile – August 8, 2023

TikTok is making its way into the digital out-of-home landscape by partnering with several OOH video networks. Bringing the platform’s content to a variety of additional screens including gas pump, airport TVs, and Redbox’ movie rental kiosks. The company’s push into the world of digital OOH is the platform’s latest initiative to push both its user-generated videos and paid ads beyond just social media. Leveraging content creators and their growing influence, the app seeks to give them the chance to showcase their content off-platform.

TikTok’s Testing New Privacy-Protective Ad Targeting Tools – August 3, 2023

TikTok’s looking to align its ad targeting processes with emerging data privacy shifts through the addition of a new offering, called PrivacyGo, which would enable advertisers to match their own CRM info with TikTok’s audience insights, in a privacy-protective way.

Threads News

A Comparison of the Features of Threads and X – August 27, 2023

Can Threads become a genuine Twitter alternative, as Twitter continues to transform into X, and Elon Musk’s “everything app” vision? While it saw massive take-up early on, Threads has clearly lost momentum of late, as it works to add in new features to capitalize on its opportunity. Many users have drifted back to X instead, but the initial demand does show that there is interest in a genuine real-time social alternative.

Threads is rolling out on the Web. That just might save it – August 24, 2023

Threads is finally on the web. Threads, the text based social media network that Meta recently launched as part of Instagram is finally on the web. By joining the web, the company is giving access to a broader audience as well as gaining more continuous traction from its current users. “Will threads coming to the web make it a more exciting, dynamic place? I don’t know”, says Zuckerman (Ethan Zuckerman, a media scholar at the University of Massachusetts). “But I’m going to have a better sense of that now that there will be a web interface to study.”

Threads Adds New Features as It Looks to Capitalize on Early Interest – August 9, 2023

No desktop Threads app as yet, but Meta’s Twitter-clone has rolled out another slew of updates, as it steadily builds on its feature set, in the hopes of capitalizing on its early interest. First off, Threads has added a new “Send on Instagram” option, which enables you to directly share a Thread to your IG DMs.

Meta News

Meta Publishes New Overview of Its Evolving Ad Automation Tools – August 20, 2023

Meta’s evolving AI targeting tools could hold the key, with a range of options designed to help improve campaign performance, with less manual input. Of course, that also means putting more reliance on Meta’s systems to get you better results, but many performance marketers have reported that Meta’s Advantage+ campaigns are getting better and better over time.

Gen Z is more likely to be OK with targeted ads – here’s what the numbers say – August 25, 2023

How Gen Z consumers protect themselves online is dramatically different when compared to older generations. When compared to older consumer groups, Gen Zers are three times as likely to allow tracking when presented with prompts such as those for apples app tracking transparency. While Gen Z consumers are less likely to clear their browser cookies or use an ad blocker, they are more likely to use a VPN. Research also shows that Gen Zers are more likely to research a product prior to purchase than other generations. Not only are young consumers looking for information on a product, but they are also researching values and beliefs of the brand they are purchasing from.

Meta Shares Key Best Practices for Facebook and Instagram Ad Campaigns – August 18, 2023

Over the past year, Meta has been working to improve its ad targeting processes, in line with the latest data privacy shifts and restrictions, which has also included a bigger focus on AI, and using automation to maximize performance.

Instagram Is Testing New Comment and Share Counts on Posts In-Stream – August 11, 2023

Instagram’s testing a new format for post metrics, which would display both share and comment counts, in addition to Likes (if you have them switched on) on each update in-stream.

Paris Hilton aims to change how brands view the metaverse – August 11, 2023

Paris Hilton is on a mission to change how brands approach the metaverse, using it as a social channel to build into long-term media strategies. Stating that virtual creators are the “bridge for brands” to make their way into the metaverse. Slivingland, Paris Hiltons metaverse experience on Roblox, is merging the relationship between media and tech. The platform allows users to explore and interact with Hilton’s brand 24/3, giving the brand the opportunity to interact with consumers through constantly updating features and products.

Instagram tests new collaborative posting option to encourage participation – August 9, 2023

Instagram is experimenting with a new feature that allows users to add their own images and videos to an existing post to facilitate more direct collaborations. The feature enables post viewers to submit their own additional content for consideration when approved by the creator. Allowing curated group photo albums and shared experiences in the app as a new way to drive engagement on the app.

Reels creators angered over Meta revenue share payments error – August 2, 2023

Meta is currently facing backlash from short-form video creators after its latest payment notifications informed them of a huge pending payout amount. This error has forced Meta to correct the issue after Facebook creators were notified that they would be receiving tens of thousands of dollars from the program based on a glitch. This payment issue highlights the challenges that apps are facing when it comes to monetizing shorter video content.

X News

X Significantly Reduces the Requirements of Its Creator Ad Revenue Share Program – August 10, 2023

Elon and Co. have announced a significant update to their creator ads revenue share plan, with the requirements for entry to the program now being reduced to enable more creators to earn money from their posts in the app.

X Continues to Update Its Ad Formats to Make Them Appear More Native In-Stream – August 3, 2023

Have you noticed that ads in your X timeline are getting harder to differentiate from normal posts? That’s seemingly by design, with X recently changing its ad disclosure indicators from a more prominent “Promoted” tag at the bottom left, to a much smaller “Ad” marker at the top right of the post.

 

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AI for marketers, Barbie, Twitter’s rebrand and more: Here are the top headlines for July 2023, which our team of influencer marketing experts update on a weekly basis throughout the month.

Influencer Marketing Best Practices and Resources

A Case For Paid Ads On Influencer Channels – July 28, 2023

In the digital advertising realm, a prominent trend is dictating a powerful rhythm of change: the surge of creator marketing. This surge encompasses influencers, bloggers and social media personalities—the new-age ambassadors who are radically reshaping brand communication. Spending on influencer marketing is projected to reach $4.6 billion this year in the U.S. alone. And Goldman Sachs Research anticipates that the total addressable market of the creator economy could grow from $250 billion today to nearly half a trillion dollars by 2027. But the real disruptor isn’t just organic creator partnerships. It’s the emergence of paid ads on influencer channels.

Creators as brand: influencer marketing leaders’ near-future predictions – July 27, 2023

What should you expect next in this fast-changing space that is influencer marketing? One expert says “For me, it’s about looking at the wider landscape of digital and technology. To what degree is technology going to disrupt how creators create? How is that going to change the content they then develop? Is that still going to be authentic? The influencer world is growing at an unprecedented rate. More people want to influence; more people are struggling to understand what ‘creators’ and ‘influencers’ even mean; it’s become such a saturated space,”

JoinBrands and TikTok team up to enhance influencer marketing experience – July 27, 2023

JoinBrands integrates TikTok marketing, allowing for seamless Park Ad boosting in its all-in-one influencer marketing platform. The feature allows for brands to instantly promote their content, enhancing their reach and visibility, and make video boosting a seamless experience. This platform provides a place for brands to easily collaborate with influencers that align with brand values and target audience.

5 influencers and marketers on building authentic partnerships – July 26, 2023

On Tuesday, Glossy hosted the premiere Beauty Pop event, bringing together brands and influencers for a day of meetings, intimate discussions, panels and networking. During speaker sessions related to building meaningful connections, brand executives and influencers discussed the hows and whys of partnering in authentic ways. Five highlights are below.

How To Find, Connect And Collaborate With The Right Influencers – July 21, 2023

One of the best strategies for reaching and interacting with your target audience in the digital world nowadays is influencer marketing. It’s been estimated that the global influencer market is currently worth $21.1 billion. Through influencer marketing, you can take advantage of the credibility and trust that influencers have established with their audiences to help sell your services or products.

As people skip ‘unrelatable’ influencer ads, brands need to stop the hard sell– July 20, 2023

Young people are turning against influencers touting unrelatable lifestyles amid the cost-of-living crisis. According to recent research by Accenture Song, which surveyed 2,000 UK consumers, flashy and unattainable influencer content is losing its grip on the British public, particularly young people. Almost a quarter (24%) of respondents aged 25-34 years old and nearly a fifth (19%) aged 16-24 say they have unfollowed accounts that they felt presented a lifestyle that wasn’t relatable to them, citing the cost-of-living crisis rendering overly aspirational content feeling out of touch with their reality.

Five Fundamentals To Working With Paid Content Creators Or Social Influencers – July 20, 2023

Working with influencers or social content creators has taken off in the past few years, especially in the industries that our firm serves. I have observed that almost every brand under the sun wants to work with a paid content creator in some capacity to drive their brand exposure, improve their social engagement and reach more of their audiences online. Brands themselves are being influenced on social media, as we all are, and they want to know if the same could be true for the audiences they’re targeting.

Google’s tips to enhance your business reputation and trust – July 18, 2023

Trust between a business and their consumers is one of the most important aspects of a successful relationship. Google has offered some guidance on how a business can build customer trust through four primary themes: establishing business legitimacy, being transparent, managing online reputation, and having a professional design aesthetic. To do so, businesses must first understand what their customers value and gradually work to build up trust and foster strong bonds with them.

The case for and against micro-influencers – July 17, 2023

When influencer marketing was in its infancy, around the early days of the 2010s, celebrities like Kim Kardashian and YouTubers like David Dobrik were the go-to influencers for advertisers looking to capitalize on their surplus of followers. But at some point, consumer trust, and thus, audience engagement, started to wane, giving way to the rise of micro-influencers, or those with between 10,000 to 100,000 followers on social media.

A Top Shein Exec on That Influencer Trip Fiasco – July 16, 2023

Few companies have profited from the pandemic’s e-commerce boom more than Shein, the retailer that has become known for selling ultra-cheap clothing and other goods. Founded in China and now based in Singapore, Shein became the second most popular shopping app globally in 2021 and the most-downloaded app in May 2022.

Behind Abercrombie & Fitch’s growing influencer strategy – July 13, 2023

Abercrombie & Fitch is tapping into influencers to build standing with young shoppers as it continues on a major turnaround. Back in 2016, the retailer was named America’s “most hated retail brand” by the American Customer Satisfaction Index. Over the last few years, however, Abercrombie & Fitch has worked to reintroduce itself by positioning the brand as more inclusive and more diverse in terms of its sizing, products and advertising campaigns. Since 2017, Abercrombie & Fitch has hired a new CEO, focused on modern styles and silhouettes and relied more on data analysis and features like BOPIS. Shoppers are responding well; last quarter, Abercrombie reported “decade-high” first-quarter net sales and increased its outlook for the rest of 2024.

Counting the many, many Barbie collabs – July 13, 2023

Barbieheimer is upon us, and if you feel like the Mattel marketing team has been working overtime, you’re not alone. Everywhere you look, it seems like there’s an “[insert brand name here] x Barbie” collection. With Mattel reportedly planning as many as 45 more movies based on its toys, Barbie could just be the beginning of the brand’s collaboration strategy—and it’s extensive. Based on our research, if you wanted to make your life everything Barbie, all the time ahead of the film’s release, you probably could: Mattel inked more than 100 brand partnerships ahead of its premiere.

Twitter Starts Paying Creators Tens Of Thousands — Amid Intensifying Competition With Threads – July 13, 2023

Twitter finally began paying up for its long-planned revenue sharing program for creators on the platform with large audiences, with one creator claiming to have netted more than $100,000 already, as Elon Musk ramps up competition against Mark Zuckerberg’s rival Threads platform.

Barbie Movie: How the marketing campaign has got everyone talking – July 13, 2023

Barbies back and she’s ready to party! Over the past couple months the media has been buzzing about the new 2023 Barbie movie releasing on July 21st. If you aren’t excited enough to see the film just for its main stars Margot Robbie and Ryan Goslings, then you are likely going crazy over the team’s genius marketing campaigns. From pink billboards to hundreds of licensing tie-ins like shoes and clothing collections to even Barbie Xbox controllers, Barbie is taking over the marketing and retail world. It’s more than just a promotion, it’s the Barbie brand!

CreatorIQ develops metrics showing the return on influencer marketing – July 12, 2023

CreaterIQ is developing new metrics to help advertisers measure the impact of their crater campaigns in hopes to become a more established place for marketers. This week’s report saw an increase in ROI and improved metrics. This is helpful for businesses who are looking to establish more analytics around influencer marketing and their performance metrics. Helping keep track of every dollar spent and how to increase return on every level.

“Creators are paying our bills”: how influencer marketers are evolving with creators – July 11, 2023

The content creator marketing industry is huge and only continues to grow. As the partnerships between content creators and companies continue, the % of total revenues that come from brand deals continues to rise. This growth, like any other, comes along with risks of complications and the need for regulation. Over the past couple of years as the world of influencer marketing has advanced – standards, procedures, and regulations have played an important role in the formation of this trade. Authenticity is now one of the most important aspects of this trade as consumers want to create trustworthy and reliable relationships with their creators and brands. Brands are no longer just paying for advertisements, they are paying for the relationship and connection that creators hold with their fans. They are paying for influencers, not just content creators.

The Future Of Influencer Marketing And The Expanding Creator Economy – July 7, 2023

In recent years, influencer marketing has become a powerful strategy for various businesses to connect with their target audiences. As the creator economy continues to thrive and evolve, I believe influencer marketing will continue to play an increasingly significant role in shaping the future of relationships between brands and consumers—especially over the next five years.

Why Co-Creation is the Future of Marketing Strategy – July 7, 2023

Although AI seemed to dominate most of the conversations and coverage during the 2023 Cannes Lions International Festival of Creativity, perhaps the second most-popular trend this year may have been the ubiquitousness of creators and influencers on the Croisette. During the Cannes Lions panel “Why Co-creation Is the Future of Marketing Strategies,” Maira Genovese, founder and president of global integrated marketing agency MG Empower, elaborated on the growing influence of creator marketing and how it impacts brands’ relationships with consumers.

How Commodity Brands Can Thrive With Social Media Influencers – July 3, 2023

In the dynamic realm of digital marketing, businesses are always on the hunt for fresh and inventive ways to promote their products and services. Influencer marketing has risen to prominence in recent years, creating a significant impact across a wide array of industries. However, while consumer goods and lifestyle brands have led the charge in harnessing the power of influencers, commodities appear to be lagging behind.

What Shein’s misstep means for the influencer marketing industry – June 30, 2023

Advertisers are once again taking a closer look at the relationship between brands and influencers, questioning who is responsible for brand deals and who is held accountable if and when things go wrong. This comes after fast-fashion giant Shein recently sent a handful of diverse content creators to tour its factories, based in China. Seemingly, it was a move to restore public faith in its brand reputation, which has been called into question for subpar labor conditions and negative environmental impacts. (Shein did not respond to a request for comment in time for publication.)

All the ways Shein’s influencer tour went wrong – June 30, 2023

Social media is lambasting fast-fashion brand Shein with accusations of propaganda after it sent six U.S. influencers to tour its “innovation factory” in Guangzhou, China. The tour was meant to polish its image after investigations late last year revealed unsafe and unsustainable working conditions in some of its factories.

4 Ways To Leverage Social Proof In Marketing – June 30, 2023

The term “social proof” may sound like an intimidating piece of jargon, but its concept is beautifully simple. In a nutshell, social proof is a psychological phenomenon where people look at the actions and decisions of others to guide their own, particularly when they’re uncertain.

How To Engage With Influencers And Build A Digital Community – June 30, 2023

The marketing life cycle had been stuck on “mature” until digital communities were born. Now, I believe marketing is back in the rising star phase of its life cycle.

There are no boring industries: Why creative constraints make us better marketers – June 29, 2023

Constraints and limitations can sometimes lead to even more creative work as creators are forced to push limits within certain boundaries. ‘Boring’ jobs and industries like financial services and insurance are often perceived as lacking creativity, however, the truth is that these industries have huge potential for inspiring creative thinking.

Vidcon Takeaways for marketers, from AI buzz to the globalization of influencers – June 28, 2023

AI and emerging technologies, as well as marketers’ growing investment in the creator economy were the talk of the town during Vidcon 2023. Some of the biggest takeaways from this conference were: creators are looking for income beyond brand deals, AI extends into content creation, influencer marketing goes global, and influencer marketing investment continues to surge.

Behind The Scenes: How This Publicist Turned Creator Is Helping Film Studios And Influencers Navigate Hollywood – June 27, 2023

Before the term “content creator” was coined, creating opportunities for influencer or content creator storytelling in the entertainment industry was a passion Michelle Vieyra held deeply. It inspired her to present a proposal to the former President of the Black Entertainment Network (BET) outlining partnership opportunities with emerging influencers and content creators to promote their shows and award ceremonies. Unfortunately, the proposal hadn’t been opened and there was limited interest at the time. However, a few years later, she was thrilled to see that BET had partnered with the very influencers and content creators she had suggested. A development that pointed to the changing landscape of the entertainment industry.

TikTok Launches ‘Creative Challenge’ to provide more income opportunities for creators – June 27, 2023

TikTok Creative Challenge is just another way TikTok is trying to bring creators and brands together. This challenge enables creators to pitch brands with their clips in hopes of earning money via ad partnerships – brands will be able to review submitted content for potential paid collaborations. This helps give content creators full creative freedom over their ads and unlocks a world of opportunity for brands and creators to collaborate in a way that’s more authentic.

AI for Marketers

Google, Microsoft form new AI group to develop safety standards ahead of policy makers – July 30, 2023

Four leading AI companies have launched a new industry group to help identify best safety practices and promote the technology’s use towards a greater society. The companies set forth a new forum following four key goals: Advancing AI safety research, Identifying best practices, Collaborating with policymakers, academics, civil society and companies, Supporting efforts to develop applications that can help meet society’s greatest challenges.

SMS Marketing – How AI and Data Crackdowns are Reviving the Strategy – July 24, 2023

Text message marketing is having a resurgence thanks to artificial intelligence and a data crackdown that has made it more difficult for brands to directly target consumers online. If done right, many brands view SMS as a more effective way of building a staunch customer base than email or loyalty programs.

Microsoft double down on AI to transform how people work and search – July 18, 2023

Microsoft recently launched several new AI-powered innovations to enhance search technology and boost workplace productivity. The key announcements include: visual search in Bing chat, Bing chat enterprise, and Microsoft 365 Copilot. This development allows for a shift towards a future where AI becomes more and more embedded into everyday tools and work. As development continues, people and businesses should thoughtfully and carefully consider the benefits and risks of embedding AI more into their work and lives.

Meta and Microsoft release Llama 2 free for commercial use and research – July 18, 2023

Meta and Microsoft recently announced the release of Llama 2, an open-source LLM, in hopes of bringing together an AI community that will collaborate and help improve tool development. Meta believes that with an open approach they can help the development of today’s AI models, stating “Responsible and open innovation gives us all a stake in the AI development process, bringing visibility, scrutiny and trust to these technologies”.

Marketing evaluation experts warn of dangers of AI – July 17, 2023

Experts are warning marketers of the potential dangers of using AI platforms in their market mix modeling and econometrics. By looking at the algorithms powering these automated models, experts have identified some serious issues. The biggest issue being that the algorithms used for these platforms are much simpler than they need to be. Meaning that every time you do not include something that matters, you are not getting the best results: “AI isn’t enough for this task, real people are needed”.

ChatGPT Boosts Productivity 40% for writing tasks – July 17, 2023

Harvard and Stanford economists have found in a new study that ChatGPT can help professionals substantially boost productivity in completing everyday writing tasks. For this study, participants were randomly assigned realistic work simulations with or without access to ChatGPT. Those who had access completed assignments 40% faster and produced 18% higher quality content. Reducing the skills gap and inequality between higher-skilled and lower-skilled professionals. Results suggest that AI tools are more likely to elevate human professionals rather than replace them.

‘Artificiality is an affront to the authenticity of influencer marketing’: on AI – July 14, 2023

The influencer marketing industry has long been known for volatile supply chains, ever-changing algorithms, fluctuating talent prices, and rapidly evolving measurement demands. While we embrace emerging technologies and their ability to help us solve problems, there’s one area of technological advancement that raises concerns about its potential impact on the influencer space: artificial intelligence (AI).

Musk unveils xAI in new bid to rival startup OpenAI – July 12, 2023

Musk has recently announced an alternative to ChatGOT called xAI with the mission to “understand the true nature of the universe”. This formation led by Musk and his team started after Musk’s involvement with the creation of OpenAI, the highest-profile AI startup and developer of ChatGPT. Since Musk left the company board in 2018 he continued to criticize the company claiming it to be “effectively controlled by Microsoft”. Musk’s new website invites people to help “build a future of artificial intelligence” with a variety of products and services in the artificial intelligence, robotics and automation industries.

What to Know about ChatGPT’s new code interpreter feature – July 11, 2023

ChatGPT is a chatbot created by OpenAI with the power to generate text based content and is now advancing to creating charts, maps, and turning images into videos. The new code interpreter feature allows ChatGPT to analyze data, create charts, solve math problems, and edit files. This new feature allows its users to complete data analysis that have helped people look through and interpret data in fields like finance, health or location information.

Culture wars rage on, forcing marketers to decide whether to reevaluate or retrench – July 11, 2023

With the rapid rise of generative AI for marketers, many are reconsidering the role of brands and their advertisements. Not only are marketers now concerned with the shift in focus from the metaverse to AI, they are also working to avoid having their content and actions turning into a political culture war. Most recent brands hit by this issue were M&M’s, Bud Light and Targets. Causing brands to rethink and reevaluate their roles as a tactic to avoid future backlash from the public.

How To Leverage ChatGPT For Influencer Marketing – June 27, 2023

Since the launch of ChatGPT and other AI for marketers, it became clear to many that the AI chatbot and AI technology, in general, have the power to transform how many industries operate. Influencer marketing didn’t remain unaffected. As the capacities of ChatGPT started to become understood, brands and creators around the world turned to AI tools to optimize their influencer marketing operations from content generation to task automation. And as ChatGPT and GPT-based AI tools are becoming more prevalent in the digital marketing world, it becomes increasingly important for brands to understand how they can fully leverage the capacities of AI technology as well as its possible implications.

AI-Powered Influencer Marketing: Opportunities And Challenges – June 27, 2023

AI for marketers is big news, and it’s making an impact in many fields. The adoption of AI tools more than doubled from 2017 to 2022, and companies continue to look for opportunities to use them to optimize operations and get a better grasp on analytics. What exciting opportunities might this technology create for brands who want to generate a higher return on investment by making their influencer marketing efforts more efficient and more targeted?

Niche Influencer Partnerships Best Practices and Resources

Tourism

From Baltimore to Belize: How one agency markets destinations – June 28, 2023

Behind almost every vacation is an advertising agency. Okay, maybe not. But they don’t hurt—even the world’s biggest cities and nicest beaches rely on marketing from time to time. Development Counsellors International (DCI) is an agency that almost exclusively markets *jazz hands* destinations, working with destination marketing organizations (DMOs) to get people to visit for recreation, relocation, or business

Healthcare/Pharma

Why It’s Essential To Avoid Buzzwords In Healthcare Marketing – July 26, 2023

The buzzword is to business writing what “hate-watching” is to TV viewing; they both make us cringe, but for some reason, we just can’t turn away or quit the addiction. For many of us, the mere mention of the term “buzzword” conjures up a personal list of those overused cliches that we love to hate. At the top of my list are the ever-popular “synergy,” “low-hanging fruit,” “think outside the box” and “win-win.”

Gatorade teams with Meta, the Weather Channel for summer PSA – July 25, 2023

Gatorade unveiled a two-part summer campaign called “Don’t Go Missing” that aims to promote the PepsiCo brand’s hydration to the next wave of athletes. Promoting their products’ hydrating qualities as a means to combat fatigue, keeping Gatorade front-of-mind for athletes. The brand teamed with Meta and The Weather Channel for weather-triggered paid support.

A conversation with the CMO of the Cleveland Clinic – June 27, 2023

As anyone in marketing knows, change is constant. From print to digital—and now AI-generated ads—the methods and madness behind campaigns are constantly evolving. For healthcare marketers like Paul Matsen, chief marketing and communications officer at the Cleveland Clinic, the last few years have been about keeping up with industry trends while also navigating marketing in the pandemic.

Publishing

The Merch-ification of Book Publishing – July 11, 2023

For most readers, acquiring a newly released book means heading to your local bookstore, hitting the library, or logging on to Amazon. For others, however, it involves opening up a thoughtfully designed box that includes a copy of the book, alongside gifted items like a custom tote bag, a scented candle, beauty products, and maybe even a box of tea. If you’re a book influencer, the latter is often the case.

Social Media Marketing News

Instagram Experiments With Range of Generative AI Elements – July 30, 2023

While Threads has quickly become a key development focus for the Instagram team, it’s also still working to integrate generative AI elements, as promised by Meta chief Mark Zuckerberg, who just last month noted that: “In the last year, we’ve seen some really incredible breakthroughs on generative AI and that gives us the opportunity to now go take that technology, push it forward, and build it into every single one of our products.”

Elon Reports Record-High Monthly Usage of X Amid Rising Competition From Threads – July 28, 2023

X/Twitter may have just reached a new user high, with owner Elon Musk sharing this chart of the app’s monthly users. Yeah, there’s not a lot of detail to go on, as Musk has intentionally left off the X axis (ironic). But according to Elon at least, X is thriving, despite rising competition, and reports of a broader user exodus, as Musk continues to reshape the platform formerly known as Twitter into his vision for an ‘everything app’.

X Tests New Ad Display, Which Would Replace Promoted Tags – July 28, 2023

You may have noticed a change in the ads displayed in the X app of late, with the regular ‘Promoted’ signifier disappearing from the bottom of the post, and replaced, instead, by a small ‘Ad’ marker at the top right.

TikTok will launch its own e-commerce business – July 25, 2023

Soon you will be able to buy products directly from TikTok. The social media company reportedly plans to launch an e-commerce business selling made-in-China products to its US consumers. The name of the central marketplace on the platform has quite the ring to it: the “TikTok Shop Shopping Center,” and apparently that’s not a typo.

Twitter rebrands to X, and marketers are confused – July 24, 2023

Twitter has rebranded to X, scrapping its iconic blue bird logo. Its website now features an “X” where the bird logo once was, and the official Twitter account now features a new X logo in its profile picture. “And soon we shall bid adieu to the Twitter brand and, gradually, all the birds,” Elon Musk tweeted over the weekend.

Twitter Tests Reformed ‘Articles’ Section to Facilitate More Long Form Content – July 18, 2023

Twitter 2.0 looks set to continue its trend of re-animating previously in-development Twitter features, and framing them as new opportunities, with its recently retired long-form content option ‘Notes’ set to take flight once again, under a new name.

Pinterest Adds Mobile Deeplinking to Drive More Purchase Activity – July 18, 2023

Pinterest is adding another way for brands to drive traffic from the app, with deeplinking from Pins that will direct users back to a specific page in a participating retailer’s own mobile app. That’ll make it easier to capitalize on the attention of Pinners who come to the platform in a shopping mindset, by directing them along the path to making a purchase.

The rise of short-form video: How to make clips that really *sing* – July 14, 2023

When TikTok debuted in 2016, another app had already stolen the hearts (and eyeballs) of millions: Music.ly. In 2017, Music.ly was acquired by TikTok’s parent company, ByteDance. In 2018, Music.ly’s accounts were migrated to TikTok. You might say the rest is history: Fast-forward five years, and TikTok is now a global juggernaut, boasting 1 billion active users worldwide.

TikTok Tests New ‘Shop’ Feed with Selected Users – July 13, 2023

TikTok continues to experiment with new ways to integrate shopping into the app, this time via a new ‘Shop’ tab, side swipeable from the main screen, that’s appearing for some users.

Meta Tests New Cheaper Package Deals for Meta Verified on Both Facebook and Instagram – July 13, 2023

If you’re thinking about buying a blue checkmark on Facebook or Instagram, via Meta’s new ‘Meta Verified’ program, in order to artificially inflate your relevance in either app, then have we got a deal for you. Now, Meta’s offering a new package that will enable you to save money when you sign up to Meta Verified on both platforms, so you can have a blue tick across all of your Meta posts, for the low, low price of…

Twitter Will Soon Enable Users to Hide Their Blue Checkmark, Along With Tweet Likes and In-App Subscriptions – July 12, 2023

Hey, do you want to sign-up for Twitter Blue and get access to features like monetization and tweet editing, while also avoiding the negative association of actually having a blue tick appear alongside your username in the app? Soon you’ll be able to do just that, while Twitter’s also working on new options that would enable users to hide their tweet likes, as well as the list of who they subscribe to in the app.

Twitter’s Engagement Thresholds for Its Creator Ad Revenue Share Program Will Be Hard for Most to Reach – July 12, 2023

Twitter’s new ad revenue share program for tweet replies is getting closer to launch – though the qualifications for monetization, as displayed in the latest welcome screen for the offering, are likely to put most users out of the running to make money from their tweet content.

Have Twitter’s Latest Issues Opened the Door for a Challenger to Take Over? – July 3, 2023

Are entering the end game for Twitter? The latest rate limits fiasco has many once again eulogizing the app – but are we really on the precipice of death for the blue bird platform? In reality, probably not, though Twitter does seem to be heading into another period of significant challenge, with users scrambling to alternative platforms – mostly as a hedge for what may become of Twitter – while Meta’s long-awaited rival app now has an official release date.

Twitter Implements Usage Limits for All to Combat Data Scrapers – July 1, 2023

Never a dull day at Elon Musk’s ‘Twitter 2.0’, even as we head into a long weekend. Today, Twitter has taken the extreme step of essentially restricting users from viewing tweets, in an effort to address what Elon describes as ‘extreme levels of data scraping’.

Twitter Restricts Non-Logged In Users from Viewing Tweets – June 30, 2023

This could be a big change. According to various reports, Twitter is now blocking non-logged in users from viewing any tweets, in an expanded effort to stop data scrapers from accessing tweet data.

TikTok Looks to Expand eCommerce Options with New Distribution Deals – June 30, 2023

TikTok’s trying out another way to get users interested in its in-app shopping options, by offering a range of retailers free listings, free shipping, and zero commission on sales for an initial period.

TikTok Expands Creator Monetization Features with Subscriber-Only Videos – June 29, 2023

TikTok’s rolling out yet another creator monetization option, with the addition of subscriber-only videos, which will enable creators to share exclusive content with paying subscribers in the app.

LinkedIn Shares New Insights into its Latest Algorithm Updates – June 27, 2023

If you’re looking to maximize your LinkedIn marketing efforts, this is worth noting – the platform recently updated its algorithm in response to user feedback that too much irrelevant, non-professional content that was flooding their feeds.

Threads

Threads Sees Significant Decline in Usage, but Opportunity for Disruption Remains – July 23, 2023

While Elon Musk continues to tinker with Twitter, and push users towards paying to get full functionality in the app, Meta’s Twitter challenger Threads has seemingly stumbled from its initial launch, based on the latest third-party usage stats. You’ve no doubt seen the numbers. Sensor Tower has reported that Threads daily active user count has dropped by around 70% since launch, data.ai reports that Threads downloads have slowed significantly, and various pundits have already predicted that Meta’s real-time news app is destined for failure, following its record-breaking ascent to 100 million members.

Early Data Shows That Brands Are Seeing Good Engagement on Threads – July 13, 2023

Meta’s new Threads app has only been around for a week, so it’s way too early to be taking too much from the initial usage insights as an indicative measure of what you can expect. But there are some notes available on what users are experiencing, and while usage has seemingly dipped, based on third-party analysis, the first returns look promising for brand engagement.

One week in, Threads has become Twitter’s biggest threat – July 13, 2023

Meta’s Twitter rival, Threads, has unquestionably had the best first-week imaginable. After immediately racing to the top of app store charts, it became the fastest growing app of all time. In just five days, it grew to more than 100 million users, beating out chatGPT and TikTok which both previously held the record.

‘Like Gen Z’s Takeover Of Twitter’: Creators React To Threads, Meta’s New Social App – July 8, 2023

Within two days of its launch, Meta’s new Twitter rival Threads became one of the most rapidly downloaded apps ever, amassing more than 70 million users. Content creators with massive followings are joining the text-based app in droves — largely because they can choose to retain all their Instagram followers (if they’re already on the platform) and their blue verification ticks rather than having to start from scratch.

Creators react to Threads: ‘It’s better than Twitter’ – July 7, 2023

Tech reporter Alexandra Sternlicht here, filling in for David. It’s Threads’ first Friday, and it feels as though the “first day of school” vibe that characterized the app’s euphoric launch has shifted ever so slightly. To stick with the metaphor, users and creators seem to have moved into Threads’ proverbial auditorium for the talent show on Meta’s text-based app: Everyone is there, they’ve settled in, and they’re ready to experience all of the joy and all of the cringe.

Meta’s New Threads App Reaches 30 Million Users in Less Than a Day – July 6, 2023

Yes, it’s a duplicate of Twitter, and yes, it’s piggybacking off of Instagram to build its user base. But regardless of the framing, Meta’s new Threads app is still on track to become the fastest-growing app of all time, with over 30 million users now active on the platform.

Meta Shares ‘Threads Dictionary’ to Keep Users Up to Speed on the Latest App Lingo – July 6, 2023

So is a post on Threads called a ‘Thread’ or a ‘post’? And what about re-posts – are they ‘re-threads’? It’s all a bit up in the air at the moment, in the (very) early days of the new Twitter-esque app, but to help you with the latest lingo, the Threads team has shared a ‘Threads Dictionary’ to keep you up to speed.

Threads is trying to entice people from Instagram using badges – July 6, 2023

Have you started seeing weird little numbers popping up on people’s Instagram profiles? Well, that’ll be Threads. Meta’s Twitter competitor app that launched today in the U.S. and UK is automatically placing badges on the Instagram profiles of users who have signed up. The badges show the Threads logo next to a number, which basically indicates how quick you were to join the app after it launched, while allowing Meta a major swipe at Twitter following the whole blue tick saga.

Twitter Launches Legal Action Over Meta’s New Threads App – July 6, 2023

While Meta’s new Twitter clone Threads has been gathering momentum over the past 24 hours, and even dominating Twitter’s own trends charts, Twitter owner Elon Musk has been uncharacteristically quiet about the rival platform, which, given his past public criticisms of potential competitors, has been particularly odd.

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