Here you’ll find our latest articles, roundups, case studies, influencer marketing examples for top social media influencers, YouTubers, bloggers, Instagrammers, Viners, Snapchatters & the brands they collaborate with for high-reach advertising campaigns.
Along with the astronomical growth in influencer marketing initiatives, the popularity of trendy travel destinations has spiked due to the increasingly large role that Instagram and influencers play. As an imagery-based app, Instagram has enabled millions of users to share photos from their global adventures. But even the steady stream of stunning and sometimes daring imagery isn’t enough to satisfy our wanderlust—many yearn to recreate their own versions of those “Insta-famous” photos.
FTC To Regulate Media Companies' Native Advertising And Sponsored Content
The Federal Trade Commission (FTC) vowed in 2017 that it would hold media companies accountable for failure to properly disclose sponsored content and native advertising. Having regulated brands and social media influencers for years where sponsored posts are concerned, trade publication WWD reported that the FTC started taking notice of one of the primary sources of revenue for media companies in light of waning returns on more traditional digital advertising.
Designed to safeguard consumers against misleading content — particularly ads masquerading as organic or unpaid posts — FTC guidelines require paid content to be posted with clear, unambiguous disclosures. These guidelines aren’t new for brands, and influencers have become well-acquainted with them with the rise of social media platforms. But for media companies, this signals a new era in sponsored content, content marketing, and native advertising.
Fake Instagram Followers Are A Booming Business—How Do You Spot The Frauds?
On June 20th, Instagram announced that it crossed a major threshold into 1 billion users. They capitalized on this momentum by launching IGTV, a platform that enables creators and influencers to share long-form video content with their fans.
This move was a direct swipe at YouTube, as Instagram aimed to entice video creators to share their content via IGTV instead. This also suggests more robust opportunities for branded influencer marketing, which is predicted to reach nearly $2.4 Billion in spend by 2019.
But in the wake of all of this growth, concern over fake Instagram followers continues to rise—especially amongst brands, who fear investing money and effort into influencers with artificially inflated follower numbers.
Research suggests that this worry isn’t entirely unwarranted. Last year this fake Instagram influencer study proved it was all-too-easy to create a fake Instagram persona, buy fake followers, and get offers for products and even money in exchange for sponsored posts. This year, the numbers show that demand for fake followers has only risen. Read More>>
Devastating YouTube Controversies And Broken Brand Deals
Some of the most powerful voices on the internet are YouTube creators (also known as YouTubers). With followers that can span into the several millions, YouTubers are highly sought entertainers and experts in video categories such as gaming, makeup, lifestyle, travel, and more. However, these online personalities sometimes exercise poor judgment, producing distasteful content, ignoring social mores, violating rules, and even breaking the law.
When an indiscretion or offense occurs on the part of an influencer, the same machinery that accelerated their ascent can also be used to tear them down. However, the fallout isn’t always limited to the person committing the transgression. Partners, businesses, brands, and others also suffer negative consequences from their association with controversial figures.
Influencer Marketing Case Study: 23andMe Helps Influencers Discover Their Heritage
23andMe got off to a rocky start several years ago when the FDA banned the sale of their genetic health testing kits. In 2017, the company got back on track with the FDA, and tested a variety of creative partnerships in order to raise awareness about genetic testing.
The company not only convinced major retailers like CVS and Target to carry their product on the shelf, they also pioneered an animated short with Universal Pictures in which super-villain Gru discovers his long-lost brother using 23andMe.
Based on their open-mindedness when it comes to marketing, it’s no surprise that 23andMe likes to diversify their approach to partnerships, working with large brands like Lexus and more niche micro influencers. The theme that runs through all of their campaigns, however, is a very personal story of self-discovery.
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What Is An Influencer Database?
With influencer marketing predicted to become a $5-10 billion industry within just the next couple of years, brands of all kinds have been investing heavily in the contemporary advertising tactic. As brands and agencies invest billions of dollars into the space, tools that help them find, track, and measure influencer marketing are essential to executing a successful strategy. One popular tool used to help companies navigate this burgeoning space is an influencer database.
Influencer databases are software-based directories that allow companies to find, research, and track influencers across the myriad social media platforms (including, but not limited to, YouTube, Instagram, Facebook, Twitter, and Snapchat). With the rise of “micro influencers,” or influencers with fewer than 100k followers, there are now hundreds of thousands of influencers available for brands to work with. The options can be dizzying and can leave many brands wondering what steps to take to launch an influencer campaign.
Instagram Influencer Marketing Case Study: Bose Teams Up With Athletes, Music Artists, And Millennial Influencers
Many are familiar with Bose’s sleek and intelligently engineered audio equipment, which enhances listening experiences in homes, cars, studios, concerts, classrooms, and even work offices. Far fewer are familiar with how Bose designs such excellent product and then markets it. That’s because Bose tends to err on the side of secrecy and superiority, and perhaps even stubbornness when it comes to marketing. But Bose recently turned its attention to millennial influencers to stay in touch with this demographic.
The ever-evolving consumer electronic market has forced Bose to confront critical questions regarding its plan to resonate with consumers, namely millennials. Currently, trendy features like those you’ll find with their competitor, Beats By Dre, are in high demand amongst millennials, and this generation frequently consults social media in pursuit of product information. Bose has struggled to satisfy the swath of younger consumers who rely on social media and millennial influencers to guide their buying decisions, and faces an onslaught of pressure to succumb to the new marketing landscape and become more relevant on social media.
In line with their mission to create an innovative culture to provide customized audio experiences, Bose has engaged with top-tier celebrities and athletes, along with large, well-regarded partners. In more recent marketing campaigns, Bose has a rich history in following the principles of teamwork and collaboration, which has led to partnerships with elite performers and the production of specialized audio solutions for the collaborative creators of the world.
Along with the app’s success, many of the community’s top creators and personalities have flourished as well. With followings ranging from the small thousands to the several millions, Instagram influencers have parlayed their popularity into a variety of successful enterprises on and offline. For businesses, partnering with successful and savvy Instagram influencers can create more opportunities to reach their target audience. Read More>>
With the astounding growth of social media channels (Instagram has reached 1 billion users and YouTube has 1.8 billion monthly users) and a general trend of declining TV audiences and revenue, influencer marketing is beginning to see the shift of billions of ad dollars.
While calculating return on investment (ROI) from influencer marketing initiatives has been challenging for marketers, a report by Tapinfluence indicated that influencer marketing ROI can be up to 11x higher than traditional advertising. However, there is still no universal consensus on the numbers or topic. That said, research by Activate found that 71% of surveyed marketers believe influencer marketing has helped them grow awareness, with 67% saying the practice has allowed them to reach a more targeted audience.
As the polls and surveys continue to be evaluated, interest around the topic trends, with searches for “influencer marketing” increasing almost 50-fold over the last five years.
With the potential influx of billions of dollars of annual ad spend, influencer marketing has also attracted the interest of venture capital. The influencer market is prime for investment from venture capital as there have already been a string of successful acquisitions and being blue ocean territory, there’s much technology to be built to funnel those billions of advertiser dollars. The space is much analogous to the shift to programmatic ad buying and ad technology (“Ad tech”) that started in the early 2000’s but started to attract serious venture capital in 2008 and later.
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How Vloggers On YouTube Are Changing Social Media And Influencer Marketing
Not everyone is a writer and not every idea is best expressed through the written word. Blogs held (and continue to hold) the promise of allowing anyone capable of stringing a series of words together to share their thoughts. Early on in blogging history, you needed more technical skills (e.g. HTML and CSS), but the introduction of platforms like WordPress and SquareSpace enabled many to start blogging with just a few clicks. Combined with an RSS feed, anyone could share their opinions and expertise with the world.
Vlogs—short for “video blogs”—are for those also interested in sharing their thoughts, advice, expertise, comedy, day-to-day life, and many other types of content in video form as opposed to written. Just like a blog is defined in part by its frequency of new and updated posts, “vlogging” implies regularity, that the creator behind the vlog or channel is publishing videos daily, weekly, or on some sort of schedule.
Just like blogging, vlogging has undergone an evolution over the last decade that has taken it from a wild frontier to a widely accepted and highly popular form of content (oftentimes replacing traditional TV programming) used by YouTubers, independent producers, and mainstream media alike. Not only that, vlogging is impacting the future of media in notable ways.