Dad Influencers Offer Tremendous Opportunity for Brands

June 16, 2023 by The Motherhood

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.

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.

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

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.

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.

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?

June 8, 2023 by The Motherhood

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/

Influencer Marketing Resources: June 2023

June 7, 2023 by The Motherhood

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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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.