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  Influencer Marketing

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.

Consumer Watchdogs Focus On Regulating Influencers

Consumer Watchdogs Focus On Regulating Influencers

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The Leash Is Tightening On Social Media Influencers

Influencer marketing’s meteoric rise hasn’t come without its share of growing pains. Most recently, the United Kingdom’s (UK) Competition and Markets Authority (CMA) launched an investigation into improper disclosure of sponsored influencer content.

The CMA’s crackdown isn’t the first attempt at regulating influencers. The UK’s advertising regulator, the Advertising Standards Authority (ASA), already has rules in place for paid influencer content. However, the CMA worries that these, as well as other consumer protection laws, are not being properly observed by influencers.

In the United States (US), the Federal Trade Commission (FTC) has established guidelines for influencer content paid for by brands. Platforms like Instagram and YouTube have also offered their own solutions to the issue, each launching “paid tags” to be used in conjunction with sponsored posts.

ASA watchdog
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in blog, Branded Content With Influencers, Influencer Marketing, Native Advertising With Influencers, Social Media Influencers, Sponsored Content With Influencers

Instagram & YouTube Influencer Case Study: Canon Vs. Nikon

Instagram & YouTube Influencer Case Study: Canon Vs. Nikon

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Instagram & YouTube Influencer Case Study: Canon Vs. Nikon Photography Influencers

It’s no secret that Canon and Nikon are competitors. But when it comes to concocting the secret sauce of both brands’ marketing strategies, it appears the photography product manufacturers tap the shoulders of social media influencers. While we don’t examine each brand’s influencer marketing as cohesive campaigns, we can gather insights into individual influencer initiatives to understand how each brand leverages and execute this tactic.

Examining Canon & Nikon Through The Lens Of Influencer Marketing

jamie chung canon

Canon has multiple Instagram accounts representing different countries across the globe, and each handle has worked with different sets of influencers. In one of their largest influencer initiatives in 2016, they launched the #TagYoureIt campaign in partnership with Jamie Chung and 11 other influencers. Since then, they’ve also partnered with Instagrammers, such as actress Zoe Kravitz, to support their #LiveForTheStory campaign, as well as talented photographers, like Chelsea Kauai, for their #ShootForGreatness campaign. Further, they’ve worked with YouTubers, like photographer, Jessica Kobeissi, for professional photoshoots and product reviews.
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in blog, Branded Content With Influencers, Influencer Marketing, Influencer Marketing Case Studies, Instagram Influencers, Sponsored Content With Influencers, YouTube Influencers

What Constitutes An Influencer?

What Constitutes An Influencer?

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Influencer Definition And How It Became A Thing

The term “influencer” may seem like a fairly new addition to our lexicon, but first uses date back to the 1660s. Still, its application to social media—relatively new in its own right—is a more recent phenomenon.

While the “very first” commercial influencer may be lost somewhere in the annals of history, product packaging and magazine adverts of yesteryear provide a breadcrumb trail that tracks the early evolution of influencer marketing. From Aunt Jemima, to the Marlboro Man, to Santa Claus, fictitious characters have offered tried and true ways to establish a personalized connection between products and consumers.

Celebrity product endorsements, another form of influencer marketing, first appeared in the 18th century, where royalty was used to advertise the prestige of luxury goods. As celebrity endorsements evolved, popular figures in the arts, such as actors and musicians, as well as athletes and businesspeople, were tapped by brands to promote a variety of products and services.
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in blog, Branded Content With Influencers, Influencer Marketing, Influencer Marketing Guides & How-To’s, Social Media Influencers

How Instagram Is Changing How We Travel

How Instagram Is Changing How We Travel

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Travel Instagram Influences Our Travel Decisions

As the market for influencer marketing swells (predicted to reach $5-10 billion by 2020), the Instagram influencer market follows closely behind (poised to reach $2 billion by 2019). Brands that realize the efficacy of a robust influencer marketing strategy lean heavily on Instagram influencers for sponsored content campaigns, as these influencers offer a direct path to highly impressionable audiences.

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.

opoline-daring-instagram

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in blog, Branded Content With Influencers, Influencer Marketing, Instagram Influencers, Sponsored Content With Influencers

FTC Will Hold Media Companies Accountable For Sponsored Post Disclosure

FTC Will Hold Media Companies Accountable For Sponsored Post Disclosure

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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.

ftc-endorsement-guides

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in blog, Branded Content With Influencers, Influencer Marketing, Native Advertising With Influencers, Sponsored Content With Influencers

Demand for Fake Instagram Followers Shot Up 71% This Year

Demand for Fake Instagram Followers Shot Up 71% This Year

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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.

Related Post: Is Instagram The New YouTube?

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

3 YouTube Controversies That Shook The Influencer Marketing World

3 YouTube Controversies That Shook The Influencer Marketing World

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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.

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in blog, Branded Content With Influencers, Influencer Marketing, Online Video Marketing, Sponsored Content With Influencers, YouTube Influencers

Case Study: 23andMe Helps Influencers Discover Their Heritage

Case Study: 23andMe Helps Influencers Discover Their Heritage

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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.

23andme-gru

 

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.

Related Post: YouTuber Alonzo Lerone Partners With Brands Like 23andMe And Tums
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in blog, Branded Content With Influencers, Influencer Marketing, Instagram Influencers, Online Video Marketing, Sponsored Content With Influencers, YouTube Influencers

What Is An Influencer Database? The Best, Most Popular Options

What Is An Influencer Database? The Best, Most Popular Options

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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-database-strategy

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.

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

Case Study: Bose Teams Up With Athletes, Music Artists, And Millennial Influencers

Case Study: Bose Teams Up With Athletes, Music Artists, And Millennial Influencers

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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.

nfl-team-bose

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.

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