Takeaways from The Pittsburgh Influencer Summit

May 24, 2023 by The Motherhood

The Motherhood sponsored an informative conversation on the creator economy at the Pittsburgh Influencer Summit. Hosted by PRSA Pittsburgh at Alloy 26, the panel explored the current state of influencer marketing, including keeping up with the ever-changing algorithm, channels to watch, working with influencers, challenges, opportunities, measuring success, and more. Here’s a look at what we learned.

The Panel

The panel was made up of creators who focus on topics ranging from food and tech, to mental health, lifestyle and parenting, offering unique perspectives on these categories. We also had representation from American Eagle/Aerie, who pioneered the body positivity movement on social media. We heard from:

Jess Iacullo, Hungry Jess Big City
Nicole Young, Nicole Young Tech
Brea Schmidt, The Thinking Branch
Luke Klein, Senior Director, Aerie Marketing Strategy & Growth

The Motherhood CEO Cooper Munroe shared some opening remarks, and Vice President of Client Services Deanna Tomaselli moderated the panel.

Pittsburgh Influencer Summit: The Takeaways

Write with SEO in mind
Nicole mentioned she always thinks about SEO when developing her captions, because that can be a great way for new people to discover her. While the group agreed that you shouldn’t let what’s trending or recommended necessarily dictate your content due to the ever-changing algorithms, people like to search for certain keywords to find good content, so that should always stay top of mind. In fact, Nicole said people are finding her content from years ago from YouTube, and blogs are still a great way to strengthen SEO over time.

Testing, testing
The panel also agreed that testing is so important when it comes to seeing what resonates with their audiences. Brea said that’s why longer-term partnerships with brands are so valuable. Over time, her audience gets to know the brand sponsor, and she can work collaboratively to see what type of content is taking off and tailor future posts accordingly. And from a brand point of view, Luke said, “people have questions, we have answers.” At Aerie, they develop content that they know people are asking for and want to know more about. And that TikTok is great for introducing people to a brand.

Using automation to your advantage
We love Nicole’s series on ChatGPT prompts. She uses ChatGPT a lot to help her develop scripts and captions. She even used it to help her plan a trip! It’s all about giving it the best prompts to automate in a way that helps her get started, and then she takes that to finalize and put it in her own unique voice. While some of the creators aren’t using ChatGPT at all, they are all still learning how they can best use it. The team at Aerie is using it to help increase their output. And while we know ChatGPT can’t replace the human touch, we do know it can be a viable way to get the ball rolling on ideation, concepting and research, just as Nicole mentioned.

Showing the value of influencer marketing
Reporting is key when it comes to smart influencer marketing, because you can show the value that it brings. While it can often be difficult to guarantee results, just like in earned media, quality can be just as valuable as quantity. Setting those KPIs from the beginning is essential. But it’s not just for the clients. Influencers want to know your campaign goals so they can deliver on them. Vetting quality influencers who are passionate about your message makes for a successful campaign. Engagement still reigns supreme – likes, comments, shares and saves. Interacting with the content can be so helpful for brand awareness. Not to mention, influencers are creating content for brands to use across their channels, assisting with storytelling.

Authenticity over everything
Authenticity was the theme of the evening. We love when Jess told the story of her being a little girl holding a McDonald’s cup, and today she partners with the brand. Something she’s loved for years. Another long partnership she’s had is with a local restaurant, Pita My Shawarma. She even has her own menu item, the Hungry Jess Shawarma! Everyone on the panel stressed how important staying authentic and true to their own brands was. Luke said the best partnerships are those who believe in the brand, and partnerships are never transactional. As we mentioned in one of our podcast episodes, creators are people. They are not a media buy but rather, a human with a story behind them. It’s a different – and incredibly effective – way to deliver a brand message.

Setting goals and expectations. Not being prescriptive. Collaboration. Communication. These are all the key drivers to a successful influencer marketing campaign. The panel at the Pittsburgh Influencer Summit shared insightful information that we were lucky to be a part of.

Thank you to all who attended!

Why ChatGPT Can’t Replace Content Creators In Influencer Marketing

May 23, 2023 by The Motherhood

There isn’t a hotter topic right now than ChatGPT. Marketers in every one of my professional circles are immersing themselves in this tool and chatting nonstop about the implications it may—or may not—have on how we do what we do.

Having been in the influencer marketing space for nearly 20 years, I’ve observed and contributed to an immense amount of discourse as this discipline has grown from the Wild West to the more mature strategy it is today. As a result, I have to say that while artificial intelligence and ChatGPT are the new tools du jour, the themes that emerge as part of this discussion are nothing new.

The headline is this: ChatGPT cannot replace the human touch that is not just optimal but downright essential in effective influencer marketing.

The Human Touch Wins

We’ve seen the push and pull between campaign automation and human-driven approaches, and human wins every time. When influencer marketing first began, each and every aspect of a campaign was done by hand. This was by pure necessity since we were essentially building the playbook and executing this new marketing tactic simultaneously. Those early days required a strong foundation of brand marketing experience, smart instincts and a whole lot of grit.

As we got a little further down the road and the tactic began to earn its place in the marketing mix, the industry looked for ways to scale efficiently. What we were doing on a relatively small scale had proven itself as a viable tactic, so brands wanted to scale up in a big way. So, we entered the automation era.

Splashy dashboards promised to take all of the work out of influencer marketing. By setting some filters, checking a few boxes and drafting email scripts, a marketer could enact an automatic workflow that engaged hundreds—sometimes thousands—of influencers all at once. The industry bit, and many brands initially invested in those dashboards.

Soon, however, the tide turned as they experienced the limitations, risks and potential drawbacks of relying solely on automation for influencer marketing. Successful influencer marketing requires building relationships with influencers, crafting personalized campaigns and creating authentic content that resonates with the influencers’ audiences. These tasks require a tailored approach for every client, as well as the ability to understand the nuances of influencer marketing, specifically the unique nature of working with content creators.

Any smart marketer will tell you that technology can help streamline aspects of a campaign, but you won’t find an experienced strategist who will recommend relying solely on automation for influencer marketing.

The best influencer marketing approach is a hybrid one: human-driven campaigns enhanced by technology. Sound familiar?

You Can’t Use A Tool Effectively Without A Driver

With ChatGPT generating text with the mere click of a few buttons, I can see why many are questioning whether this new language model will replace content creators. If AI is so good at natural language processing and personalization, it could seem like a worrisome proposition.

Don’t sound the alarms just yet, and here is why: Effective influencer marketing relies on the ability to create genuine and engaging content that resonates with the creator’s audience, and this requires creativity, empathy and a personal touch that is difficult for AI to replicate.

AI can certainly be a tool in marketers’ and influencers’ toolboxes. ChatGPT can be a viable way to get the ball rolling on ideation, concepting and research, but those who use these tools as a shortcut to a finished product, rather than a starting point, will likely suffer.

The best, most effective marketers work hand in hand with influencers, and the most effective influencers are those who connect on a person-to-person basis with their followers (thus the incredible power of nano- and micro-influencers). They’ve spent years building a community of followers who trust their content and their recommendations.

The implications on search engine results remain to be seen, but social media content that lacks an influencer’s unique touch will likely impact engagement, which will affect their ability to attract and negotiate brand deals. We’ve already seen verbiage being written into influencer contracts that prohibits them from using AI-generated content for sponsored campaigns.

We’d all be wise to keep tabs on AI developments, but I am confident that authenticity will continue to reign supreme. Influencer marketing requires experienced professionals with real—not artificial—intelligence to use tools in a smart way to engage creators who ultimately connect with and influence their followers on a personal level. Tools can enhance but cannot replace that human touch.

This article on 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: May 2023

May 9, 2023 by The Motherhood

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

Influencer Partnerships Best Practices and Resources

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Niche Influencer Partnerships Best Practices and Resources

Healthcare/Pharma

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

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

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

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

Nonprofit/Philanthropy/Social Good

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

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

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

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

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

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

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

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

Social Media Marketing News

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Social News: TikTok

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

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

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

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

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

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

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

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

Social News: Meta

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

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

Instagram Adds GIFs in Comments – May 16, 2023

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

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

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

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

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

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

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

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

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

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

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

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Podcast on Influencer Marketing: New Episodes Available

April 24, 2023 by The Motherhood

Today we launched two new episodes in our podcast on influencer marketing!

In case you missed it, The Motherhood is sharing our expertise in the influencer marketing industry in this new limited-edition series. We’re diving deep – talking about paying creators and the ever-changing algorithm, as well as the invaluable nature of content you can trust. The conversation deepens as we get into influencer marketing as a tool for public awareness campaigns…and so much more! We’re sitting down with media, traditional PR experts and influencers for a closer look and honest conversation around the booming industry we know as influencer marketing.

Here is a look at the new episodes of our podcast on influencer marketing:

Then & Now: How the Influencer Industry Has Evolved

More than 15 years ago, The Motherhood organized one of the first influencer campaigns in partnership with a well-known amusement park brand.

In this episode, we talk with Kami Watson Huyse, the award-winning CEO of Zoetica Media and Smart Social Secrets, about the scrappy, earliest days of influencer programming + how hard it was to get brands to buy in. We’re also getting into what AI and the Metaverse could mean going forward for influencer marketing.

Watch on YouTube
Listen on Spotify or Apple Podcasts

Truly Integrated Marketing: How PR Pros Can Better Leverage Influencers

Classically trained PR pros are used to earned media. But today, the lines between earned, owned and paid are totally blurred – and for good reason. Each of these should be used together to distribute a cohesive message across in an increasingly saturated market.

In this episode, we’re talking about this and more with Michael Smart, a nationally-recognized media relations trainer and coach. We also discuss how the line between journalist and influencer is becoming thinner.

Watch on YouTube
Listen on Spotify or Apple Podcasts

We’re excited to share these insightful conversations with you. Listen and share at the links above, and view our past episodes here.

Influencer Marketing Resources: April 2023

April 12, 2023 by The Motherhood

What influencer marketing experts are contemplating this month: What is the impact of AI on influencer marketing? Are we still talking about a potential TikTok ban? We get into all of this and more below.

Here are the top headlines for April 2023, which our team of influencer marketing experts update on a weekly basis throughout the month.

Influencer Marketing Resources

How the relationship between influencers and consumers is changing (and what marketers need to know) – April 24, 2023

Influencers are a powerful force. Well-planned influencer campaigns are an excellent source of publicity. Consumers transfer their feelings about influencers onto your brand, whether that’s trust, excitement or relatability.

More brands choose Boomer, Gen X influencers, as ‘older audiences can be just as impactful’ as young ones – April 21, 2023

Marketers’ obsession with getting their brands in front of younger generations, particularly Gen Z as they move on from millennials, has most focusing on influencers in that younger demographic. But there’s a slow trickle of marketers who recognize the potential of working with older influencers and reaching older generations, according to agency executives, who say they are doing so as a way to stand out while tapping into the growing number of older influencers garnering massive followings online.

Powerful Digital Marketing Tactics For Business Owners – April 20, 2023

Digital marketing has become a critical aspect of business operations. It allows businesses to reach a larger audience and engage with them personalized and meaningfully. However, getting started with digital marketing or improving existing efforts can seem overwhelming for many business owners. Here are the tactics I’ve found to be most effective.

Choosing A Content Creator That Reaches And Resonates With Your Audience – April 19, 2023

Brands and organizations have been aligning with content creators for years to help them make a statement on social media. But only recently have the majority of brands discovering the necessity of working with creators. The word is out in marketing, and content creators are now in high demand.

Communications agency M Booth releases a playbook aimed at reducing inequity in influencer marketing – April 18, 2023

Much has been written about the ongoing issue of influencer inequity, but what’s actually being done about it? For the last three years, communications agency M Booth—which has worked with clients like Morton Salt and Johnson & Johnson on influencer marketing campaigns—has been working on a how-to guide to help combat inequity in influencer marketing campaigns beyond just pay.

The Need To Leverage Influencer Marketing In B2B – April 17, 2023

Businesses are learning how influencer marketing may help increase brand awareness, reputation and revenues as B2B marketing evolves. According to a poll conducted by InvespCro, 94% of marketers believe influencer marketing is a successful strategy for B2B businesses. Nevertheless, only 24% of B2B businesses include influencer marketing in their overall business plan. Social media’s rapid growth has increased its reach and influence in particular industries, making it an advantageous approach for B2B businesses to consider.

Why Influencer Marketing Continues to Be an Effective Event Strategy – April 17, 2023

As in-person events continue to rebound, social media stars—big and small—are proving to still be a valuable asset on an invite list. In terms of overall marketing strategy, not much has changed though: Finding influencers that fit the brand image and that can reach the right audience, keeping in mind that it’s not about the likes but rather the engagement. (It’s been projected that spend on influencer marketing will grow 23.4% in 2023 to reach $6.16 billion.)

Are influencers ready for a world without follower counts? – April 14, 2023

Since the early days of social media, follower counts have held a kind of cultural currency. That currency became more literal when popular users became influencers and celebrities in their own right – paid to be brand marketing tastemakers. Follower counts, and our perception of them, have given rise to a $21 billion industry.

Bud Light uproar exposes need for marketers to manage marketer influencer controversies – April 14, 2023

Managing controversy following a campaign effort or partnership is par for the course for marketers — various efforts, even those that may seem innocuous or like a strange Super Bowl stunt, for example, don’t always land. That’s why scenario planning is commonplace now as marketers need to be prepared to react should their messaging get caught up in a negative news cycle. Over the last two weeks, Bud Light has been part of an ongoing news cycle following the brand’s partnership with transgender influencer Dylan Mulvaney. On April 1st, Mulvaney posted a video touting Bud Light’s March Madness contest as well as a commemorative can the brand had made for her.

Why legacy brand Lilly Pulitzer is tripling its influencer marketing budget – April 14, 2023

As a brand that saw peak popularity in the ‘60s and ’80s, Lilly Pulitzer is pushing for modernization, and it’s betting big on TikTok and Instagram influencers to diversify its media mix and reach more shoppers. This year, the 60-year-old brand launched its most ambitious influencer marketing effort to date, tripling its influencer marketing budget as part of its push for brand rejuvenation, said Michelle Kelly, CEO of Lilly Pulitzer.

Creating Data-Driven Influencer Marketing Campaigns – April 13, 2023

If you consider marketing terms for a moment, “influencer marketing” sounds super cool, modern and fun. As a marketer, how exciting is it when a campaign with a popular, creative online personality touts your brand and garners more followers? Or what about when it gets you high-fives in meetings for colorful, enticing posts in exotic places like Bali that have your company’s name attached? But, compared to SEO and rate per thousand impressions (RPM), influencer marketing is #cool.

Beverage brands seek out the right fit with Gen Z-focused influencer marketing – April 13, 2023

Influencers are still a worthwhile investment for marketers looking to get the attention of Gen Z consumers with ads that don’t feel like ads. And up-and-coming beverage brands Poppi, Zoa Energy and Lemon Perfect are on board with the strategy, tapping influencers and short-form videos to experiment with how they can catch the attention of Gen Zers looking for better alternatives to regular drinks.

Influencer Marketing: The Good, The Bad And The Ugly – April 13, 2023

In recent years, influencer marketing has become a trendy way for companies to promote their products and services. It’s no secret that social media influencers can be a powerful force in marketing. However, don’t be fooled by the glitz, glamour and follower counts.

How Influencer Marketing Could Shift In 2023: Aligning Values And Seeking Authenticity – April 12, 2023

I believe we’re on the cusp of a major change in the world of influencer marketing, and TikTok “de-influencers” like Mikayla Nogueira may have just inadvertently accelerated this shift in a way no one could’ve predicted. Recently, the beauty influencer posted a video reviewing the new L’Oreal Telescopic Lift mascara. She gushed over the product and claimed, “I’m not sure anyone is ever going to be able to compete with this mascara.” Comments immediately flooded in, suspecting that false eyelashes were added to the “after” shot. Many fans were fuming. TikTok users like @heyalexfriedman put a stake in the ground, saying it’s “the end of influencer marketing as we know it.”

Top 10 Shopify Influencer Marketing Integrations to Increase Conversions – April 11, 2023

In an eCommerce era, influencers are key to driving more traffic and sales to online stores. Consumers are looking for authentic brand experiences. As such, they look to influencers to discover products, get recommendations, and evaluate a product. With the upward trajectory of short-term and user-generated content, almost 70% of marketers plan to increase their influencer marketing budget over the next 12 months.

Here’s How To Overcome 3 Common Franchise Brand Challenges With Influencer Marketing – April 10, 2023

In today’s increasingly noisy business landscape, franchise brands are on a constant search for cost-effective ways to reach customers and stand out from the competition. As more and more entrepreneurs invest in franchises with established models and brand recognition, franchisors need innovative modern strategies for their marketing efforts.

Why ChatGPT Can’t Replace Content Creators In Influencer Marketing – April 11, 2023

The headline is this: ChatGPT cannot replace the human touch that is not just optimal but downright essential in effective influencer marketing.

Bud Light’s Dylan Mulvaney Partnership – Marketing Experts React to Controversy – April 11, 2023

AB InBev brand goes silent on social media as partnership with transgender influencer draws blowback, sales concerns—but also support.

CeraVe’s Dermatologist Influencer Strategy Shows Growth of Experts as Creators – April 10, 2023

For CeraVe, the annual American Academy of Dermatology conference is more than just an opportunity to set up a booth or schmooze with dermatologists. Instead, the L’Oréal-owned skin care brand considers the event a “content factory”—a perfect setting to churn out social media videos with the dozens of dermatologists in attendance, said Adam Kornblum, senior VP of global digital marketing for CeraVe.

Social Media Influencers are selling “success” to their followers. Don’t buy it. – April 7, 2023

Self-help “gurus” have been fixtures of American society for decades. Online influencers selling expensive courses that teach “success” are the latest iteration. For hundreds or even thousands of dollars, you can supposedly learn invaluable skills from Internet celebrities. But the products they sell are filled with the same kind of boilerplate nonsense we’ve seen from previous “gurus.” Self-help systems generally aren’t evidence-based, says University of Virginia Professor James Zimring. The reality is that a lot of success boils down to luck.

TikTok Creators Tinx and Rod Thill Share Advice for Brands Signing Influencer Brand Deals – April 6, 2023

When it comes to signing influencers and creators for partnerships or social campaigns, there is a code of etiquette marketers must follow. That is according to TikTok personality Rod Thill and Christina Najjar, the lifestyle creator known online as Tinx, who shared advice for how brands can forge deeper relationships with influencers during Ad Age’s Creator Summit on Tuesday.

How to Create a Successful Brand / Influencer Partnership – April 6, 2023

Brendan Gahan throws his influencer marketing playbook wide open in this high signal interview. As Partner and Chief Social Officer at Mekanism, Brendan has worked in the creator/influencer brand partnership for space for years. He and Daniel talk specifics about creating the right brand/creator relationship, how to move creators down through the marketing funnel, and why relationships are at the heart of Brendan’s work.

How AI is Infiltrating Influencer Marketing – April 3, 2023

Artificial intelligence technology is quickly permeating every sector of the retail industry — including the world of influencer marketing. Incorporating artificial intelligence is nothing new in the digital marketing world, but it has especially become a hot topic over the past few months. AI capabilities have already become somewhat standard within e-commerce, in which online retailers use it to improve customers’ browsing experiences and product suggestions. Since launching in November, OpenAI’s ChatGPT has already infiltrated the tech operations of both platforms and retailers. At the same time, machine learning is getting incorporated into influencer marketing – which often requires a human connection for building brand-influencer relationships.

Five innovative trends shaping the future of digital marketing – April 3, 2023

Marketing has undergone a significant transformation in recent years thanks to technological advancements. With consumers becoming more digitally savvy, businesses are turning to innovative marketing techniques to stay ahead of the competition. In this article, I will explore some of the hottest marketing trends shaping the industry.

Niche Influencer Marketing Resources

Tourism

TikTok Ban Would Be a Blow to U.S. International Tourism Marketing – April 7, 2023

A national TikTok ban in the U.S. would put an end to tourism agencies’ growing investment in the platform and push them to redirect it into Meta and Google’s social platforms as well limit their ability to influence global conversations about their destination. TikTok is a short-form video sharing app with over 750 million monthly users worldwide. It’s become a popular tool for search, especially among Gen Z. When it comes to travel, users search through TikTok to discover travel itineraries, hidden gems, recommendations and tips, chipping away at Google’s dominance in the space.

Survey: TikTok’s Undeniable Impact on Travel and Tourism – March 31, 2023

MGH recently conducted a national survey of U.S. TikTok users to uncover the social media platform’s impact on the travel and tourism industry, as TikTok has become a major resource for those who are seeking out new experiences, travel tips and more — in addition to those wanting to check out the latest destinations going viral on the app.

Nonprofit/Philanthropy/Social Good

How small businesses are using marketing techniques to demonstrate their values through social causes – April 11, 2023

In November 2022, Philadelphia-based jewelry brand Bario Neal debuted a “Bans Off Our Bodies” charm and pledged 100% of the profits to ARC Southeast, a nonprofit that provides funding and support for reproductive care and abortion services to people in the South.

16 Emerging Nonprofit Trends Leaders Should Be Watching In 2023 – April 7, 2023

Whether an organization operates in the for-profit or nonprofit sector, new trends are a common occurrence. While business trends and practices constantly change and evolve, keeping up with the latest operational and technological developments is essential if leaders want to take their business to the next level.

3 Ways Nonprofits Can Drive Real Value – April 6, 2023

Nonprofit organizations play a crucial role in our society, addressing some of the most pressing social and environmental issues that we face. However, in order to create real impact, it’s not enough to just support a “good” cause—nonprofits need to have a strong community, powerful storytelling and a clear strategy to drive engagement and value for all stakeholders.

Healthcare/Pharma

How Healthcare Marketers Can Truly Become Patient-Centric – April 20, 2023

Anyone working at an advertising or marketing agency knows it is easy to be so into your work that you forget to look up and across. When we bust silos, we break down barriers and enable ourselves to work together. This allows us to accomplish so much more than we ever could by ourselves. For healthcare marketers, cross-functional work that breaks down silos is especially important. When everyone is working separately, it is hard to say the patient is at the center of everything.

Social Media Marketing News

5 Ways to Increase Social Media Engagement – April 20, 2023

Looking for ways to generate more interactions with your social media content? Social media adviser Angie Gensler provides some quick tips in this infographic, most of which you’re probably already aware of, but are worth a reminder as you consider your options. It could be as simple as improving your visuals, or asking a question of your audience. You’ll only know if you experiment, and it’s worth testing out a range of approaches to see what results you get.

LinkedIn Adds Algorithmically Suggested Posts to Boost Engagement – April 2, 2023

LinkedIn is the latest social media platform to add in algorithmically recommended posts from across its network, expanding the pool of content that it can display to users in-stream, with the addition of new ‘Suggested Posts’, that will be highlighted to you based on your interests.

Social News: TikTok

TikTok Shares Tips on How to Boost Brand Exposure by Connecting into Topical Communities – April 10, 2023

TikTok has shared some new advice on how brands can maximize their messaging by linking into both related and unrelated communities, helping to maximize brand recognition among users in new ways. The idea is that by aligning your marketing messaging with each community, you can establish relevant connections with members – but you shouldn’t only restrict your brand to the groupings most directly aligned with your business.

TikTok Announces New Programming for Earth Month – April 6, 2023

TikTok has announced a new slate of programming for Earth Month, which will see the platform promote sustainability and environmental awareness content to help inform and educate its audience.

TikTok Users are More Open to In-App Promotions, According to New Report – April 5, 2023

Here’s a salient point for TikTok marketers – TikTok users are more open to ads than general internet users, which means that promotions in the app are likely more welcome than they are on Facebook, Instagram, etc. That’s according to a new study conducted by Statista, which found that TikTok users, overall, are much more understanding of, and even open to ads in the app.

Social News: Meta

Instagram Adds New Analytics for Reels, Updates Reels Creation Flow – April 14, 2023

Instagram has announced a slew of new updates for Reels that are designed to help Reels creators tap into the latest trends and shifts, in order to maximize viewer engagement and build community around their content. And they could be highly valuable for marketers looking to make the most of their IG content.

Meta Plans to Expand its Reels Monetization Program to More Creators – April 13, 2023

Meta’s looking to expand its incentives for Reels creators, with broader access to Reels monetization via ads coming in the next few months. Meta’s been working on Reels ads over the past year, with selected creators able to display Reels overlay promotions like the above, on an invite-only basis. But soon, Meta will open up the option to more users. Meta hasn’t provided the full details yet, but this week, in a Creator Conversations session, it encouraged participants to switch on Professional Mode in order to access its coming creator features.

Instagram Shares Tips on How Brands Can Make Best Use of DMs – April 6, 2023

Instagram’s added a new info page for businesses looking to maximize their DM connection process, which includes a range of tips and pointers on how to make best use of direct chats to stay in touch with your audience.

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March 2023

February 2023

New Influencer Marketing Podcast from The Motherhood

April 9, 2023 by The Motherhood

We’re excited to announce our new, limited series influencer marketing podcast! In the early 2000s, our CEO Cooper Munroe started one of the first “mom blogs” which quickly turned into a movement. At the time, not many people – women included – were sharing their lives online. It required a level of bravery to put yourself out there. But Cooper realized the influence an online community could have.

Nearly 20 years later, Cooper and our team brokered more than 10,000 influencer marketing partnerships between brands and creators.

As pioneers in influencer marketing, we’re excited to launch our brand-new, limited-edition podcast series. We’re discussing all-things influencer programming, including paying creators, ever-changing algorithms, influencer programming as a tool for public awareness campaigns, transparency in marketing and so much more.

Today we launch the first two episodes:

Social For Good: How Creators are Moving the Needle in Public Awareness Campaigns

Skeptics often perpetuate the idea that influencer marketing is simply Instagrammers who take pretty photos. Or they stage too-perfect-to-be-real content with pre-written captions sent to them. But this is not the case.

Many influencers are using their voices and platforms to raise awareness for important public issues. One example of an influencer we have worked with on several occasions is Jamilla Svansson-Brown. She and her wife Que share hilarious and relatable content of their daily life as parents and have amassed eight million views (and counting!) on YouTube. They also share content that aligns with their values and personal experience with adoption and the LGBTQ+ community.

Join us as we dig into Jamilla’s perspective on the responsibility she feels around using her voice and platform for content that matters.

Watch on YouTube
Listen on Spotify or Apple Podcasts

Trust and Transparency in Influencer Marketing

Early bloggers, which we now know as influencers, were predominantly women (moms, specifically). Sponsored content was earnest and straightforward in the best of ways. There were no filters, nor the bells and whistles of tech that impacts content we see today. More than a decade and a half prior, content appeared basic by today’s standards. However, one thing remains the same – the duty to tell a brand story truthfully, and the value of rooting that storytelling in experience.

Trust and transparency remain at the forefront of good influencer content. Someone who knows this well is Ad Age senior reporter Phoebe Bain. Phoebe founded Morning Brew’s Marketing Brew vertical before joining Ad Age, and focuses heavily on influencer marketing. In this interview, we speak with her about the trends she’s been covering with brands and creators, and the shift she’s seen in the industry in the last five years.

Watch on YouTube
Listen on Spotify or Apple Podcasts

We’re excited to share these insightful conversations with you. Listen and share at the links above, and stay tuned for more episodes!