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The YouTube and Influencer Marketing Blog

The latest news and analysis of YouTube and Influencer Marketing For Top Brands,

YouTubers, Instagramers, Social Media Influencers, & Influencer Marketing Campaigns

The 9 Best Ways To Detect Fake Followers & Influencers

The 9 Best Ways To Detect Fake Followers & Influencers

For the latest influencer marketing news, resources, and case studies, subscribe to our weekly newsletter.

The Savvy Marketer’s Guide: How To Detect Fake Influencers & Followers

In the past few years, consumer media behavior has evolved dramatically. People of all ages are spending more time online and less time consuming traditional forms of media, like cable TV. Many are even dubbing 2017 as the year cable TV died, as an increasingly large subset of consumers trade cable for social media and streaming services.

As the way people consume content has evolved, this has forced a change in which channels advertisers use to reach audiences. Advertising dollars have followed audiences, and advertisers have drastically increased their spend in social apps such as Instagram, Facebook, Snapchat, and YouTube. Influencer marketing has become an increasingly appealing option because it leverages the dedicated following of social media influencers to reach targeted audiences. Advertisers are estimated to spend $1.6 billion in Instagram influencer marketing alone in 2018. 

With the massive flood of billions of advertiser dollars into influencer marketing, it’s become a massive financial opportunity for influencers but also filled with challenges for advertisers. The rise of influencers has also given way to fake and fraudulent activity by some influencers. Last summer, global brands offered to pay for sponsored posts with two fake Instagram influencers that Mediakix created. Mediakix created the accounts and only purchased fake followers in order to show how easily and cheaply this could be accomplished. A Google search for “buy followers on Instagram” will have dozens of options. Mashable broke the story and it quickly went viral and was covered by news outlets on six continents.

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in blog, Influencer Marketing, Influencer Marketing Guides & How-To’s, Instagram Influencers, Social Media Influencers

Standout Mother’s Day Influencer Marketing Campaigns From Herbal Essences & More

Standout Mother’s Day Influencer Marketing Campaigns From Herbal Essences & More

For the latest influencer marketing news, resources, and case studies, subscribe to our weekly newsletter.

Mother’s Day Marketing: How P&G And The Wonderful Company Partner With Influencers

Herbal Essences and Teleflora belong to two of America’s largest business conglomerates. The former is owned by P&G, a multinational consumer goods corporation that owns 66 brands. The latter is a member of The Wonderful Company, a corporation that maintains an impressive portfolio of names including FIJI Water, Wonderful Halos, and JUSTIN Wines. In the following case study, we’ll examine standout Mother’s Day marketing campaigns from both to see how America’s biggest businesses implement influencer marketing.

The National Retail Federation predicted that 86% of Americans would celebrate Mother’s Day this year, with the average person spending approximately $180. Divided by category, 35% of consumers planned to shop at department stores, 31% planned to shop online, and 29% planned to shop at a specialty store like a florist or jeweler.

Mother’s Day presents an opportunity for consumers of all ages to celebrate their mothers. The holiday also gives brands a chance to capitalize on purchases consumers might not normally make, whether on jewelry, flowers, or other specialty gifts. Female-centric brands and carriers of products specific to the holiday (flowers, jewelry, candy) are especially poised to take advantage.

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in blog, Influencer Marketing, Influencer Marketing Case Studies, Instagram Influencers, Social Media Influencers

YouTube Is 1/4 Of Google’s Value

YouTube Is 1/4 Of Google’s Value

For the latest influencer marketing news, resources, and case studies, subscribe to our weekly newsletter.

YouTube Valuation: The Video-Sharing Platform Could Be Worth $160 Billion

It’s been a busy few weeks for YouTube. On May 16, 2018, the platform announced two new services: the replacement of YouTube Red with YouTube Premium and YouTube Music.  In the days following, investment bank and financial services company Morgan Stanley pegged YouTube’s worth at $160 billion.

In its earning calls, parent company Alphabet doesn't extricate YouTube's earning from Google's. However, Google’s market capitalization is estimated at $742 billion. If YouTube’s $160 billion valuation is accurate it could account for more than one-fourth of Google’s total value.

The valuation estimate also sets YouTube’s worth as greater than a number of business giants. According to Business Insider, YouTube’s worth surpasses Disney’s market cap of $155 billion, Comcast’s of $150 billion, and Netflix’s of $141 billion. In the following post, we’ll explore facts and figures supporting YouTube’s value and delve into its two new features that could contribute to its continued financial success.Read More>>

in blog, Influencer Marketing, Influencer Marketing News

How Today’s Biggest Luxury Brands Execute Influencer Marketing

How Today’s Biggest Luxury Brands Execute Influencer Marketing

For the latest influencer marketing news, resources, and case studies, subscribe to our weekly newsletter.

Luxury Brand Marketing: How Tiffany & Co. And Swarovski Work With Influencers

Swarovski and Tiffany & Co. are two brands synonymous with luxury and tradition. The former was conceived in 1985 by Daniel Swarovski in Austria, and the latter was founded even earlier in 1837 by Charles Lewis and John Young in New York City. Both are jewelry giants, employing upwards of 7,000 people and generating billions in sales each year. In the following case study, we’ll compare influencer marketing campaigns from both brands and explore how each leverages influencers to reach different ends.

The luxury goods industry itself is incredibly lucrative. Globally, from top-tier jewelry and cosmetics to cars, it generates more than $570 billion each year and attracts consumers with money to spend. As the popularity of luxury goods continues to grow brands within the space are looking for new ways to separate themselves from competitors. The use of social media influencers, in particular, has allowed luxury brands of all types to position themselves as simultaneously aspirational and attainable to consumers.Read More>>

in blog, Influencer Marketing, Influencer Marketing Case Studies, Instagram Influencers, Social Media Influencers

Exclusive Interview With Top Instagram Artist, Amanda Oleander

Exclusive Interview With Top Instagram Artist, Amanda Oleander

For more information and the latest news and trends in social media and influencer marketing, subscribe to our industry digest newsletter!

Influencer Spotlight: Meet Amanda Oleander, Instagram Artist & Periscope Standout

California-based artist Amanda Oleander (@amandaoleander) maintains a devoted following of nearly half a million on Instagram alone. Her impressive portfolio of work can be summed up in a single word: honesty. Perhaps best known for her illustrations, Oleander captures the uniquely human moments of private life. Whether it be snuggling with warm laundry that's just come out of the dryer or eating pizza in bed.

We sat down with the talented artist to discuss her creative process, her advice for growing a following online, and how she approaches sponsored content. Hear from Oleander herself in an exclusive interview below.

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in blog, Influencer Marketing, Influencer Spotlight, Instagram Influencers, Social Media Influencers

Snapchat Earning’s Performance Is Plummeting: Q1 2018 Results

Snapchat Earning’s Performance Is Plummeting: Q1 2018 Results

For more information and the latest news and trends in social media and influencer marketing, subscribe to our industry digest newsletter!

Making Sense of Snapchat’s Earnings Call

On May 1, 2018, Snap Inc. announced its Q1 2018 results. In a violent turn from its impressive Q4 2017 performance, the Snapchat parent company recorded one of its worst quarters in company history. User growth has stalled and revenue has dipped, leaving many wondering: Is Snapchat on its way to the grave?

Immediately following the announcement, Snap Inc. share prices plummeted by roughly 15%. Amidst rumors that Snapchat is dying, the disappointing quarter creates additional challenges for the app to overcome.

Here we’ll delve into Snap Inc.’s disappointing Q1 2018 results, offer insight into what factors may have contributed to its rocky start to the year, and speculate its implications for the wider influencer industry.

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in blog, Influencer Marketing, Influencer Marketing News, Snapchat Influencers, Social Media Influencers

Marketing To Young vs Old Millennials

Marketing To Young vs Old Millennials

For more information and the latest news and trends in social media and influencer marketing, subscribe to our industry digest newsletter!

Marketer’s Guide: How To Effectively Reach Young Millennials vs Old Millennials

Today, millennials — aka Gen Y — make up the world’s largest living generation. Though there’s no hard or fast rule, this group is generally understood to be comprised of those born between 1981 and 1996 and are now between 22 and 37-years-old.

Many have speculated whether Gen Y can be divided into two separate sub-generations: old and young millennials. Here we’ll examine the intergenerational differences between the old (30-37 years-old) and the young (22-29 year-olds). We’ll also offer insights into how these differences impact the way both groups should be marketed to.

The life experiences of a 22-year-old and a 37-year-old are markedly different. A person in their early twenties is likely just starting their professional career, whereas an individual in their thirties is usually professionally established and may even have a family. Not only are young and old millennials at significantly different points in their lives today, both experienced notable historical events at different life stages. Learn how to market to old millennials vs young millennials effectively by reading on below.

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in blog, Influencer Marketing, Social Media Influencers

Everything Marketers Must Know About GDPR

Everything Marketers Must Know About GDPR

For more information and the latest news and trends in social media and influencer marketing, subscribe to our industry digest newsletter!

Marketer’s Guide: What Is GDPR? (General Data Protection Regulation)

The General Data Protection Regulation will become enforceable on May 25, 2018. Many American companies are scrambling to prepare themselves for its enactment and working to understand what the new legislation entails. In the following post, we’ll break down what the GDPR includes, discuss its implications in the context of influencer marketing, and provide helpful tips marketers can follow to prepare for its looming enactment.

Put plainly, the GDPR is a new piece of European Union regulation that aims to protect European consumers by providing them increased rights pertaining to personal data. The regulation includes a number of measures that will force businesses of all types (brands, publishers, marketers) to alter the ways they engage with European consumers. Read More>>

in blog, Facebook, Influencer Marketing, Influencer Marketing News

A Marketer’s Guide To Understanding YouTube Demonetization

A Marketer’s Guide To Understanding YouTube Demonetization

Subscribe to our industry newsletter for the latest insights and news on social media influencers!

YouTube Demonetization Cheat Sheet For Marketers

In the wake of its December 2017 Logan Paul PR disaster, YouTube abruptly altered its monetization policies, effectively making it more difficult for newer and smaller influencers to generate ad revenue on the platform.

It’s been a frantic few months for the tech giant — advertisers are demanding stricter content guidelines and stronger enforcement. Meanwhile, influencers of all sizes are frustrated with the platform’s poor communication and apparent disregard for its creators.

In April, the issue of demonetization came to head when a shooter attacked the company’s headquarters and authorities discovered she had expressed serious qualms with YouTube’s recent demonetization.

YouTube is scrambling to make drastic changes that simultaneously appease advertisers and influencers. Here we’ve provided a cheat sheet for understanding the current state of YouTube demonetization.

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in blog, Influencer Marketing, Influencer Marketing Guides & How-To’s, YouTube Influencers

Instagram Restricts API: Disrupts Influencer Marketing Overnight

Instagram Restricts API: Disrupts Influencer Marketing Overnight

For the latest influencer marketing news, resources, and case studies, subscribe to our weekly newsletter.

Instagram Drastically Changes Its API In The Wake Of Facebook Woes

Facebook is arguably in the midst of its biggest crisis in company history. In March 2018, a New York Times investigation revealed that voter-profiling company Cambridge Analytica accessed and used the user information of approximately 50 million Facebook users to deliver targeted ads to influence voting behavior in government elections. Facebook has since said that the information of up to 87 million people may have been compromised. Instagram is one of the social apps that Facebook owns (the other major social app Facebook owns is WhatsApp).

The data breach is the biggest in Facebook’s history and highlights the platform’s failure to protect personal data. It also raises questions about the longevity of Facebook’s business model. Can a company safeguard its users’ data when that user data is central to generating revenue?

In the wake of the disaster, Facebook is overhauling the ways it manages user information. Most recently, the company altered Instagram’s API (application programming interface) — the software system that gives third-party apps and developers access to user information.

Many in the influencer industry — influencer platforms, influencers, and more — depend on user information accessed through Instagram’s API to conduct business and gather audience intel. These companies use the API to gather influencers' audience data, demographics, follower count, engagement, etc. As such, the change has had a significant impact on the influencer marketing ecosystem overnight.

Here we’ll outline the timeline of Instagram’s API changes, discuss the significance, and hear from industry insiders to gauge what the future holds.

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in blog, Influencer Marketing, Influencer Marketing News, Instagram Influencers

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