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3 Best Practices For Pharma Influencer Marketing

3 Best Practices For Pharma Influencer Marketing

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When influencer marketing first rose to prominence, the notion that pharma influencer marketing would be a viable strategy for brands in the most regulated of industries was nearly unimaginable. During the period in which consumer brands began dabbling in using bloggers to share their stories, pharmaceutical, healthcare and financial organizations primarily operated in the world of more controlled tactics. We were just getting comfortable with influencer marketing, so the thought of bringing it to industries with the strictest of protocols was light-years away.

Two decades later, however, using influencers for pharmaceutical marketing, financial education and bringing awareness to disease states is moving into its mainstream era (just check out #finance on TikTok and its 14.5 billion views).

As the leader of an agency that specializes in pharma influencer marketing with thousands of campaigns under our belts, I’ve seen a set of best practices emerge consistently as nonnegotiables to proactively mitigate risk and contribute to campaign success: a thoughtful balance of people and technology, an understanding of intricate review processes, and airtight compliance protocols.

Let’s dive deeper into what makes a successful pharma influencer marketing campaign, as well as for other regulated clients.

People Driven, Technology Enhanced

Investing in a well-chosen tech stack is essential to scaling influencer marketing. There are myriad AI-driven tools, dashboards and platforms making varying degrees of promises in terms of access to talent and campaign communication. The options are enticing with their promises of efficiency of influencer vetting, onboarding and engagement.

Regardless of the technology assets you choose, even the most turnkey of solutions requires a human in the driver’s seat. After the AI-powered analysis and reviews are completed, don’t consider that creator fully vetted just yet.

Any specialized influencer marketing agency that’s skilled in the regulatory space will run through an additional checklist to make sure all of the “t’s” are crossed and “i’s” are dotted for every potential influencer partner. While the specific items on those lists often are part of an agency’s proprietary process, there should be, at a minimum, human-driven safeguards in place to ensure the brand/influencer collaboration is fully authentic, truthful, credible and not in conflict with other past, present or future partnerships.

Following that vetting, onboarding is another critical step to positioning the campaign for success. To elevate influencer partners to true ambassadors for your brand, think carefully about the most effective ways to bring them into the fold. Concept reviews, clear and detailed project briefs, virtual training and coaching sessions help to ensure creators have all of the resources they need to be trustworthy sources of information on behalf of your brand and for their followers.

Process Proficiency

There is a delicate balance between content that feels fully authentic to the creator and also meets all of the requirements for regulated industry campaigns, some of which can be exceptionally stringent. Part of the intrinsic value of a skilled agency is that they make it make sense.

Take a pharmaceutical campaign, for example. In addition to brand and marketing review, legal, medical and regulatory teams must also weigh in on influencer-created content to ensure everything is accurate, fair and balanced, appropriately disclosed, and depicted according to approved indications, among other items. With a review process that in-depth, there are numerous opportunities for the campaign to veer off course. The spirit of an influencer’s content can be lost, the timeline can be blown, and the budget can creep due to content reshoots that could have been prevented.

To avoid as many potential obstacles as possible, it’s important for all parties—from the influencer to the agency to the in-house team—to be crystal clear on the review process, expectations and contingencies.

Ideally, the influencer agency should act as a lynchpin, using their experience to move content through development and approval as seamlessly and efficiently as possible. It takes a deep level of expertise to be both prescriptive and flexible, to have an uncompromising attention to detail but never lose sight of the big picture. These things must coexist every step of the way.

Content Compliance For Brand Confidence

Some of the best content creators out there go the extra mile—typically in the form of an extra Instagram story or two—to make sure their content is as visible as possible. In the regulated space, however, even the simplest story frame can get you into hot water if published without undergoing the appropriate review process. What was intended as a value-added extra becomes a liability.

The moral of the story is that once content is approved, the heaviest lift is (usually) complete, but you can’t take your eye off the ball. There are many additional boxes you have to know to check to make sure the campaign is in full compliance.

Content also must be published exactly as approved—even a slight change from the original opens the sponsor up to penalty. If follower comments are left open, the agency must keep an eagle eye trained on the submissions to flag anything problematic or necessitating a response, and report any adverse events.

A detailed content compliance protocol and comment escalation process designed to give undeniable clarity to content creators and assurance to the brand are some of the hallmarks of a skilled influencer marketing agency trained in highly regulated campaigns.

Pharma Influencer Marketing: When It All Comes Together

Highly regulated industry campaigns require intricate choreography and specialized knowledge, honed over time. The payoff is the power and the privilege to share important public health messages and to spread the word about vital, often life-saving information.

In spite of—or perhaps because of—the delicate dance these kinds of campaigns demand, healthcare and pharma influencer marketing campaigns can be some of the most rewarding to execute.

This article on pharma influencer marketing best practices was first published on Forbes. Cooper Munroe is a member of the Forbes Agency Council, an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies.

Influencer Marketing Resources: July 2023

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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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Back to Basics With Influencer Marketing

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Automation. Bard. ChatGPT. Technology seems to be moving at an accelerated pace these days. And while the advancements hold many opportunities, there is still skepticism and even some fear around the subject.

When it comes to influencer marketing, automation and technology are nothing new. With the industry set to grow to approximately $21.1 billion in 2023, it’s no wonder that many are looking for tools to help expedite their processes. There is an abundance of platforms out there that are a good supplement to campaigns, but when working with influencers, a hand-crafted approach is the best way to build a triad of trust among brands, influencers and their communities alike. 

We need to get back to basics with influencer marketing.

Consultants McKinsey & Co. released a report on how generative AI such as ChatGPT will “change the world’s workforce.” The report found that with generative AI, productivity increases could range between 0.1% and 0.6% over the next 20 years, and there are predictions around a significant reorganization of labor.

As the demand for content, content and more content grows for marketers, these types of tools will in fact make an impact. For example, using prompts to help start blog posts, creative briefs or brainstorms. But they are not the be all, end all. After all, the reason brands look to creators to work with is to tell their own unique stories, woven into the brand messaging in an authentic, engaging way. Something a machine simply cannot replicate.

Vetting & Pitching

A journalist on LinkedIn shared that she received a pitch that expressed admiration for a book she not only didn’t write but also didn’t even exist. Turns out, the PR agency who pitched her used ChatGPT to craft the email, and it had falsely identified this. ChatGPT can be a great way to start your research on pitching journalists and influencers alike.

But it’s just a first step.

Really researching and vetting an influencer requires a mix of tools – particularly manual research – to identify if they are a good fit to consider for a brand campaign. There are so many nuances technology just can’t find (at least not yet). And while it could also help in crafting emails, using a targeted, tailored approach for outreach continues to be the best way to get the attention of both journalists and influencers.

For brands that are highly regulated (think healthcare and financial institutions), a tailored approach is even more essential to ensure you are complying with things such as legal, regulatory, FDA and FTC guidelines and much more. Often, a more thorough vetting process should be put in place to make sure the type of influencer you choose is a good fit for the campaign and will comply with brand standards.

Content Creation

AI-assisted content creation has been starting to pop up. Newer startups like YouAI are trying to make it more personal. But ask anyone who follows an influencer, and they will tell you more about the creator themselves (they have two kids, love kitchen dance parties, etc.), and less about how much content they produce on a weekly basis.

Our prediction? Creators with staying power will continue to produce high-quality content that is not AI-generated. Perhaps they’ll use these tools to make them more productive, such as incorporating prompts to help them brainstorm new ideas, outline future content or help edit videos – but if more AI-generated content starts to gather in social news feeds, chances are the authentic, real content will continue to rise to the top

Measuring Success

Reporting on social media campaigns can be very time-consuming, but when it comes to metrics that matter, technology can only go so far. A lot of third-party apps fall short for certain reporting. This is because of things like API changes and restrictions. We like to use a mix of both technology and a human-to-human approach for reporting. We use apps to help power campaigns but then speak directly with each influencer after the campaign ends to receive their metrics and discuss how their content performed to ensure we have the full picture, such as private DMs they received. 

For example, during a recent campaign that focused on maternal health and what warning signs to look for, one influencer we worked with (a physician and a mom) let us know she received a few DMs thanking her for sharing this information and from people who had a really tough postpartum period where they really had to advocate for themselves. There are many personal experiences that happen behind the scenes that platforms just can’t access, and this showcases the power of quality content and audience feedback far beyond what the algorithms can tell us. We love to gather all of the data and extract what matters most to each client and their campaign KPIs. While it may be time-consuming, it’s an effective way to report.

It’s a smart idea to embrace artificial intelligence since that’s where we’re heading. But in today’s over-saturated marketing mix, creativity and personalization still hold true, as is getting back to basics.

Dad Influencers Offer Tremendous Opportunity for Brands

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In the ever-evolving world of influencer marketing, there is a group that has been steadily challenging stereotypes and breaking barriers: dad influencers. It’s no surprise that while women are known as the matriarchs of social media, dadfluencers have risen to prominence in their own unique way.

With widespread discussions on mental load, fair play in the household and women being the “default parent,” gone are the days when dads were typecast as distant or disengaged figures. Dad influencers are redefining modern fatherhood, proudly showcasing their commitment and involvement in their children’s lives.

And audiences are here for it. 

As the New York Times recently reported in its article on dad influencers: “Fathers have been gradually playing a bigger role in the domestic lives of their families for a while, but I think the pandemic really supercharged it,” said Cameron Ajdari, a founder of Currents Management in Los Angeles, which represents many dadfluencers. “It’s created a big appetite for dad content, not just from brands, but also from parents and dads all around the world. Dad influencers are making other dads feel seen in a way that wasn’t happening before.”

Dad influencers were relatively hard to come by a decade ago, but we have found that the rise of TikTok and some less curated forms of video presented an entry point for dads who didn’t identify with the more polished types of content. They’ve found a platform and a medium that allows them to more naturally connect with an audience on a genuine and relatable level. Dad influencers have quickly built a sense of community that feels seen, understood and validated in the joys and struggles of modern day parenthood.

The result is a loyal and engaged following – the gold standard for brands who want to effectively reach consumers through online creators.

The Motherhood Celebrates Fatherhood

At The Motherhood, we’ve long been elevating and celebrating the role of parents from families of all forms.  As we celebrate Father’s Day and Pride Month, we continue to embrace the richness of these diverse voices and champion inclusivity and authenticity in influencer marketing.

Here are just a few of the amazing dad influencers we’ve had the privilege to collaborate with.

Ask Your Other Dad

Heath and Carlos bring a dose of humor as they celebrate the joys of the parenting journey with their son, Jackson.

Dad influencers Heath and Carlos

And we can’t get enough of Jackson’s beautifully themed birthday parties!

Daniel Marzoa

Daniel documents raising his twin boys alongside his husband, Dennis. They bring to life themes of inspiration, love, acceptance and beauty in all that they do.

Dad influencers Daniel Marzoa

We loved working with them on Families Fighting Flu and can’t wait to follow along their new podcast, The Dad Hour!

Daddy & Papa

Growing up, Jonathan and Thomas didn’t see families that looked like theirs. Now, as dads to four adopted kiddos, they’re here to show the world that ALL kinds of families are beautiful and possible! These dads share their journey in becoming parents and the empowering message that no matter who you are, you can build a family-all you need is love to make it happen

Dad influencer: Daddy and Papa

Check out their book, podcast and powerful work on the Novavax campaign!

David Clark-Sally

This girl dad of four (three daughters + one on the way!) documents his family’s adventures alongside the little moments that make life beautiful.

Dad influencer David Clark-Sally

We love David’s commitment to adding good to the world, including this incredibly important work on a vaccination campaign.

Devon Gibby

Devon brings vulnerability, humor, adventure and inspiration to his community of followers. His guest episode of the Peace Out podcast is a must-listen.

Dad influencer Devon Gibby

Not to mention, he has one of the best takes on AI and chatbots we’ve ever seen!

What dad influencers do you follow? Leave a suggestion in the comments!

AI-Generated Content: What is Protectable Under Copyright Law?

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While AI has been on deck for some time, this surreal advancement in AI-generated content feels as if it changed the whole game overnight. However, legal implications and guardrails for copyright and ownership may take a bit more time.

As we work with both influencers and clients, we are fielding a lot of questions specific to what is protectable under the current copyright laws and what to expect as we navigate how best to leverage these tools.

Who owns AI-generated content?

  • Any output from an AI tool is not ownable in terms of copyright, according to the U.S. Copyright Office, as of early 2023. Human-generated content is entitled to copyright protection.
  • In August 2023, the first ruling by a Washington, D.C. federal judge deemed artwork created by artificial intelligence isn’t eligible for copyright protection because it lacks human authorship. “The ruling is the first in the country to establish a boundary on the legal protections for AI-generated artwork, which has exploded in popularity with the rise of products like OpenAI Inc.’s ChatGPT and DALL-E, Midjourney, and Stable Diffusion.” [Bloomberg Law]

What does that mean for agencies looking to leverage AI tools on behalf of clients ?

  • It may mean that your prompting strategies are protected, but not by copyright law. It would be dependent upon the extent to which you keep them confidential and only share them with each respective client and/or internally as an agency, according to intellectual property and marketing law attorney, Sharon Toerek. 

What about AI-generated content that you then edit to further personalize?

  • There isn’t a clear rule for this… yet. To the extent you can draw a clear line between what humans create and what the AI tool generates, you can own the human-generated portions, but have zero ownership over the portion that results from AI. 

Is there a level of editing that makes AI-generated content protectable/ownable?

  • Again, this isn’t clear just yet. Currently, there’s no specific percentage or ratio of content/editing that will deem content ownable. There’s isn’t a scale for which we can measure against, but as of  March 2023, the U.S. Copyright Office launched an initiative to examine the copyright law and policy issues raised by artificial intelligence (AI) technology, including the scope of copyright in works generated using AI tools and the use of copyrighted materials in AI training. After convening public listening sessions in the first half of 2023 to gather information about current technologies and their impact, the Office will publish a notice of inquiry in the Federal Register.

In support of this initiative, the U.S. Copyright Office has also launched a new webpage to share the latest updates around AI and copyright.

Sources: Intellectual property and marketing law attorney, Sharon Toerek; U.S. Copyright Office https://www.copyright.gov/ai/

Read more on AI-generated content and Chat GPT and the implications for influencer marketing.

 

Influencer Marketing Resources: June 2023

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Artificial intelligence for marketers continues to dominate the news. Here are the top headlines for June 2023, which our team of influencer marketing experts update on a weekly basis throughout the month.

Influencer Marketing Best Practices and Resources

Want to get truly creative? Hire content creators, and listen to them – June 23, 2023

With the nature of content creation drastically changing over the past few years, it’s important that creators take a step back from the polarizing industry and reach back into their creative freedom and mindset. A good content creator is one who is creative, has technological and production skills, and knows how to cater towards their audience and build a strong and genuine connection with them. All of these factors can show through in their content as well as their engagement reporting. With the ever growing and changing industry, trust is needed between brands and their content creators. Brands need to search for creators who they know will use their creative abilities to create personalized and genuine content that will set them apart from their competitors. Doing so by leveraging on the creators’ drive to create new and “out there” content for them, their brands, and their consumers.

Why influencer marketing hits home for Gen Z – June 21, 2023

Despite its rapid maturation and growth, the influencer industry is still the new kid on the block in most advertising circles. As a member of Edelman’s Gen Z Lab and part of the agency’s influencer marketing team, I’ve seen firsthand how organizations are slowly shifting dollars away from traditional TV, radio and print ads to influencer campaigns in order to reach the digital generation, Gen Z.

Influencer Audience Insights: How Do They Benefit Businesses? – June 20, 2023

Influencer marketing generates a three-way engagement between the brand, the influencer and the influencer’s followers. Brand manager success is becoming increasingly dependent on influencer marketing, and while there is still a place for the one-way communication that advertisements deliver (for example, quickly alerting consumers to a new feature or a sale), consumers also want to be part of the “conversation” with brands today.

Influencer Marketing: Understanding The Opted-In Audience – June 15, 2023

If you’re a marketer, you’ve probably heard the term “influencer marketing” at least a million times. And whether those words fill you with existential dread or boundless optimism, the space has cemented itself as the next big thing for brands as more and more people turn toward creator content for media consumption.

Gen Z Shoppers Prioritize Influencer Recommendations and Sustainability in Clothing Purchases – June 14, 2023

Influencer endorsements and sustainable production are two of the biggest factors shaping the clothing brands that Gen Z consumers shop from, according to a new study from consumer research platform Collage Group.

How John Legend’s Loved01 is emphasizing diversity in its influencer marketing strategy – June 14, 2023

John Legend may have over 15.6 million followers, but that’s only part of the social marketing strategy for his new skin-care brand, Loved01, as it builds its influencer marketing plans. On Wednesday, the brand announced a partnership with influencer marketing platform Captiv8 to work with a diverse group of influencers aimed at democratizing skin care for individuals with complexions of color.

How to Build Long-term Win-Win Relationships With Influencers – June 13, 2023

Influencer marketing has always been around in some capacity, with big brands and superstars forming partnerships. However, social media has lowered the barrier to entry for smaller businesses. No longer do you need the name recognition of a legacy company to get all the benefits of collaborating with an influencer. Even if you’re a startup, you can leverage influencer marketing to build buzz as one-quarter of marketers do.

Influencer marketers make big bets on Cannes Lions this year – June 13, 2023

Just a few weeks ago, influencers took over the Cannes Film Festival. Now, they’re coming to Cannes Lions. As the influencer marketing industry continues to grow—expected to be worth $21 billion this year, according to Influencer Marketing Hub—so too does its presence at the annual ad festival.

Why Short-Form Creators are Prioritizing Podcasts – and How Brands are Following Them – June 13, 2023

With the rise of TikTok and the enduring popularity of short-form content, hundreds of creators have soared to digital fame with short, fast-paced video content. But increasingly, creators who began their careers in short-form video are shifting to a more dependable and lucrative source of income—podcasts.

How Nano Influencers With 1,000 Followers Are Making Big Money and Impact – June 12, 2023

When you think of the word influencer, you imagine a creator with hundreds of thousands of followers across social media channels promoting a brand product. Some of the world’s biggest brands to rising startups partner with influencers every day because it’s a unique opportunity to connect with new audiences. It’s a smart marketing strategy — influencers have established relationships with their followers, they have an authentic voice that brands can’t always replicate, and their recommendations prove their weight in gold.

Social media trends: Freebies, nerd goggles, and…a new Drip King? – June 9, 2023

Each week, Marketing Brew recaps what people are talking about on social media, the trends that took over our feeds, and how marketers are responding. In the bag: This one goes out to all the girls who used to steal the free makeup bags their moms got from department stores. Ulta is giving away free, hot-pink “summer totes” with select purchases, and people on TikTok are eating it up. Free bags = seemingly free content for the beauty store.

Why Gatorade is expanding its marketing beyond superstar athletes – June 8, 2023

The PepsiCo brand has seemingly worked with all of the greats: Michael Jordan, Mia Hamm, Usain Bolt, Abby Wambach, Leo Messi, Serena Williams. The list goes on. But despite its ongoing push to associate with the highest-profile athletes across sports, Gatorade has taken some fairly dramatic steps in recent years to shift its sports marketing spend toward the “grassroots level,” according to Mark Kirkham, SVP and CMO of international beverages at PepsiCo.

Nostalgia: A Secret Weapon For Influencer Marketing Success – June 6, 2023

There’s a downside to focusing solely on modern trends and edgy tactics; though, while these approaches can briefly grab consumers’ attention, they may not necessarily lead to long-term loyalty and customer retention. This is where the power of nostalgia comes into play. By tapping into consumers’ emotions and memories, nostalgia has proven to be a powerful tool for brands looking to establish deeper connections with their audiences.

How Sound-On Influencer Marketing Boosts Brand Awareness and Connection – June 5, 2023

Today’s consumers want brands that aim to connect with them rather than talk at them. At packaged-foods company Bar-S, we respond to this need for relevance and salience by understanding that we are a household name that our consumers are proud of. This effort is exemplified in our Iconic Summer Mashup campaign that first debuted in 2021, featuring a 360-degree integrated effort surrounding a parody music video.

‘Age of Influence’: New Hulu docuseries explores dark side of social media influencers – June 5, 2023

Spend any time on social media, and you’ll likely come across content from a popular creator paid by brands to persuade you into buying a particular product or service. The concept, known as influencer marketing, has exploded in the last decade, with total spending on influencer campaigns forecasted to hit $6.16 billion in 2023 alone, according to a report from Insider Intelligence.

The Daily Scoop: Gen Z and millennials step aside, brands are flocking to ‘granfluencers’ – June 5, 2023

TikTok is gaining traction with older users, so brands are following them there, said Mae Karwowski, founder of Obviously, an influencer marketing agency that connects companies with content creators. Her agency works with Amazon and others to find TikTok influencers over 55. “Older influencers have popped in popularity recently,” Ms. Karwowski said. Over the past year to 18 months, she added, “it’s really been accelerating.”

How Influencers Drive Teenager Purchases – June 5, 2023

Influencers have emerged as a strong factor motivating teenagers to buy some merchandise. They describe merchandise on social media such as Facebook, Twitter, You Tube, Tik-Tok, Instagram, LinkedIn, and Pinterest and their stories drive purchase decisions.

Authentic Storytelling Is the Key to Influencer Marketing – June 2, 2023

As the creator economy continues to flourish—it’s now valued in the billions—influencers are building brands by being themselves and letting people into the most vulnerable, authentic parts of their lives. At Bayer Consumer Health, vp of brand integration, PR, social media and influencers Denise Vitola believes the corporate world can learn a thing or two from the influencers they partner with. Vitola was joined at Adweek’s Social Media Week by Bayer influencer partner Jamie Hess (@NYCFitFam) to discuss why authenticity and storytelling are key to influencer marketing.

5 Ways Creators Can Make Money On Social Platforms – June 2, 2023

Creators are the heart and soul of social media platforms, providing an endless stream of interest-based entertainment. As the number of creators on social media platforms has grown, so too has the competition between platforms to keep creators sticking around.

Influencer marketing in turbulent times: How to thrive amid social and political challenges – June 1, 2023

In today’s cultural landscapes, social concerns and political polarization have risen to become significant obstacles for brands. These issues have not only dominated conversations but also shaped consumer opinions and influenced their purchasing decisions. One only has to look at the recent controversy over Anheuser-Busch’s Bud Light sponsorship with trans influencer Dylan Mulvaney to see how brand partnerships can trigger unwanted consumer responses.

Artificial Intelligence for Marketers

LinkedIn launches live test of generative AI posts – June 23, 2023

LinkedIn has worked to develop a new option on their platform that allows creators and users to generate AI posts. This update allows AI to assist in creating drafted posts, turning your great ideas into well-spoken content. It does so by having you put a prompt or outline into the text box and have AI generate the first draft. The benefits of using AI to create these posts are that it is: quicker, can bring new perspectives, can generate specific tones, and can improve the content quality of the post overall. However, there is still some worry when it comes to authenticity. Creators should not be using this as an opportunity to deceive their audience of who they are, but should rather use it as a guideline to improve on their work and content.

AI Will Make Our World Unrecognizable in 10 Years – June 21, 2023

With the rapid growth of AI and the unknown future it holds, content creators, brands and agencies have a lot to consider and watch out for. A lot of creators and marketing personnels see this as an opportunity to not only jump ahead of the trend, but to take the time to think about its future implications. To look into what kind of changes it may have on the industry and what brands must do to protect themselves and their partners moving forward. The evolution of advertising and the creator community are working with the potential of AI and how it is being used to supplement creativity.

Better informed, prettier content: AI will transform luxury social media marketing – June 21, 2023

High net worth individuals are using AI to advance and navigate a unique wave of luxury, privacy, and professional networking. Luxury brands have been working to find new ways of incorporating AI into their digital work to help them deliver personalized customer experiences targeted towards high net worth influences. Using AI to help them determine best times to post, choose images, and create unique and engaging captions.AI can also be used to improve influencer marketing by allowing brands a more efficient way of identifying relevant influencers for their campaigns – this can be done when a brand leverages the machines’ learning algorithms as AI uses data from a plethora of social media platforms and can help predict influencers potential reach and impact.

TikTok Adds New AI Ad Script Generator Tool in Creative Center – June 11, 2023

TikTok has added a new AI-powered tool to help you create better TikTok video clips, with its ‘Script Generator’ — found within its Creative Center — that is able to map out video concepts based on your prompts.

The State of AI in Influencer Marketing: A Comprehensive Benchmark Report – June 6, 2023

The AI Influencer Marketing Benchmark Report 2023 provides an exhaustive analysis of the AI in the influencer marketing landscape, capturing insights from over 500 marketing professionals. It outlines their understanding and applications of AI in influencer marketing, its repercussions for the industry, and their forecasts for its future. This report goes beyond our annual survey, which collates critical industry data, by incorporating findings from our partners and other pertinent industry reports. The result is a comprehensive understanding of market dynamics of AI in Influencer Marketing.

How influencer agency Billion Dollar Boy is using AI to change discovery in that space – June 5, 2023

Global influencer agency Billion Dollar Boy has jumped onto the AI bandwagon, by using artificial intelligence to boost its creator platform – in particular to improve the search and discovery of influencers. Founded in 2014 by Ed East and cofounders Thomas Walters and Permele Doyle, the agency has expanded from London to Berlin, New York and New Orleans. Now focusing on growing its U.S. operations, which generated $40 million in revenue last year, the agency is experimenting with how AI can shape the creator business.

5 ways marketers can use ChatGPT – and the future of generative AI for marketing – June 1, 2023

Everywhere you turn, you encounter conversations about artificial intelligence for marketers. The industry is getting into heated discussions about the impact of generative AI tools like ChatGPT. We’re all not-so-patiently debating: will these tools ultimately replace the marketing roles we know today? Or will they become invaluable aides in developing marketing strategies and completing day-to-day tasks?

Niche Influencer Partnerships Best Practices and Resources

Nonprofit/Philanthropy/Social Good

Mission critical: How to find the right social media management tools for nonprofits – June 15, 2023

Social media is an integral part of nonprofit operations. It’s how donors and volunteers find causes they care about, and how organizations raise awareness at a local and global level. And with the right social media strategy and tools, nonprofits can amplify their mission, transform how they connect with audiences and meet fundraising goals.

How Nonprofits Can Attract And Retain Younger Donors – June 1, 2023

Nonprofit organizations rely on the generosity of donors to fund their mission and create impact. While donors of all ages contribute to these organizations, attracting and retaining younger donors can provide a nonprofit with long-term support. However, reaching out to younger donors can be challenging, as their preferences and behavior may differ from those of older donors. Therefore, nonprofits need to adopt innovative strategies to attract younger donors and create long-lasting relationships with them.

Social Media Marketing News

Pinterest joins new program that aims to improve safety elements for young users – June 20, 2023

Tech Companies are joining in on an “Inspired Internet Pledge” that helps companies commit to measures that are designed to better protect young people who are using their apps. Pledging to create a healthier, more positive internet environment that promotes openness, personal well being, listening and acting.

LinkedIn Removes Native Carousels, Profile Videos and In-Image Links – June 16, 2023

LinkedIn has phased out a couple of creator features, including carousel posts, profile videos, and its in-image linking option. LinkedIn has sent a letter to creators with a brief explanation of the changes.

LinkedIn Adds New Notification Filters to Help Prioritize Engagement – June 15, 2023

This could be handy – LinkedIn is rolling out a new update that will enable you to sort your LinkedIn notifications stream based on post interactions or mentions specifically, which could make it easier to stay on top of the most relevant updates in the app.

‘Wave’ of litigation expected as schools fight social media companies – June 2, 2023

About 40 and counting school districts across the country are suing social media companies over claims that their apps are addictive, damaging to students’ mental health, and causing adverse impacts on schools and other government resources.

Social News: TikTok

TikTok Launches Interactive Add-Ons to Drive Engagement with Your Promotions – June 21, 2023

TikTok’s adding another way to help brands to engage consumers, with new Interactive Add-Ons for promotions, which are essentially stickers, pop-ups, and other visual markers that invite users to engage with ads.

Social News: Meta

Meta Shares New Tips to Maximize Ad Campaign Performance – June 6, 2023

As Meta continues to evolve its ad systems, in order to mitigate rising restrictions on user data, it’s also informing new best practices to ensure that you’re getting the most out of your campaigns. A key approach on this front is Meta’s ‘Performance 5’ framework, data-backed tactics that Meta has developed to align with the latest systematic shifts, which utilize the latest tools in your arsenal to optimize performance.

Instagram Shares New Explainer on How its Feed, Reels and Stories Algorithms Work – May 31, 2023

Instagram chief Adam Mosseri has published a new overview of how Instagram’s ranking algorithms work, which could help you better understand how to maximize your content reach, and optimize performance in IG’s main feed, Stories and Reels.

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May 2023

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