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What Can Agencies Learn From Essena ONeill, Instagram Star, Quitting Social Media?

Essena ONeill Social Media Meltdown What Agencies Can Learn

via Essena Oneill's Vimeo

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What Can Brands, Agencies Glean From Essena ONeill's Social Media Meltdown?

While some may argue that much of Essena ONeill's social media meltdown can be attributed to naiveté, is there indeed an overarching lesson to be learned for agencies seeking to commercialize the massive followings of social media stars? As new content continues to surface surrounding Essena ONeill's backstory and the dust/backlash (see video below) continues to settle on her social outburst, we look at the industry factors affecting both sides (both digital content creators and the agencies involved), and what the major takeaways are for brand-creator collaborations.

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in blog, Fashion Influencers, Influencer Marketing, Influencer Marketing News, Influencer Spotlight, Instagram Influencers, Online Video Marketing, Social Media Influencers

Advertising To Millennials: What Brands Need To Know

Advertising To Millennials With Social Media Marketing

image via blogger Merrick's Art for Zappos

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How Big Brands Are Advertising To Millennials

In Entrepreneur's article "Millennials Don't Want Ads -- They Want Stories," author Michael Brenner relates how old-school marketing philosophy dictated that "the more advertisements you throw at the younger generations, the earlier you can get them hooked on your brand." For decades, this idea formed the basis for business as usual in the advertising industry—an industry which got its message out primarily through old media: print, radio, and TV.

This is no longer the case. Millennials (people between 21 and 34 years old) grew up with the Internet and consume most of their content online via social media. They're used to being bombarded with marketing messages—so much that they've become basically immune to its intended effect. This savvy generation demands richer, dynamic content to grab their attention. Because of their ever-increasing buying power, big brands are on alert. Brand advertising efforts are quickly shifting to digital, where social media stars are helping top brands market their products in a way that appeals to Millennials.

Check out how today's brands are advertising on Snapchat, YouTube, and Instagram to target millennials:

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in blog, Influencer Marketing, Influencer Marketing Examples, Instagram Influencers, Snapchat Influencers, Sponsored Content With Influencers, YouTube Influencers

Do Brands Prefer Digital Influencers Over Celebrities?

Digital Influencers Preferred By Brands Over Celebrities

images via FunForLouis

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Why Brands Prefer Digital Influencers Over Celebrities

Celebrities have long been a prominent part of the marketing landscape. For decades, brands have tried their best to get the world’s most recognizable stars to be a part of their campaigns, many allocating millions upon millions of dollars to securing the right celebrity endorsement. As social media marketing channels and platforms amassed substantially large user bases (YouTube has over a billion users, Instagram recently broke 400 million monthly active users), brands began looking to digital influencers or social media stars to produce unprecedented levels of social engagement for targeted advertising campaigns online.

In conjunction with Entertainment Weekly's 25th anniversary, the publication celebrated with their EW Fest, which featured a dedicated panel of digital influencers who are changing the face of the Internet. The takeaway? The entire concept of "celebrity" is changing. As EW Fest panelist and Vine star Marcus Johns puts it, “social media has leveled the playing field. There’s this element of ‘Hey, I can be that too.’” Similarly, top entertainment and business publications (including Variety's "Digital Stars Popularity Grows Versus Mainstream Celebrity" and Forbes) have been profiling the massive growth and influence of digital influences over celebrities and, many traditional Hollywood agencies are now securing top digital creators as a mainstay of their talent roster.

Smart marketing managers are taking note of this industry-wide shift. When it comes to campaign strategy and performance, it's difficult to compete with the digital influencers of today in terms of channel reach and audience engagement. Here are a few reasons why brandsprefer working with digital influencers and social media stars over high-profile celebrities:

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in blog, Bloggers, Fashion Bloggers, Fashion Influencers, Influencer Marketing, Instagram Influencers, Lifestyle Bloggers, Snapchat Influencers, Social Media Influencers, Vine Influencers, YouTube Influencers

Marketing To Millennials With Influencers

Marketing To Millennials With Social Influencers Marketing

Subscribe to our industry digest for the latest news and trends on top Instagrammers, YouTubers, bloggers, & Snapchatters!

Marketing To Millennials With Social Media Influencers

Influencer marketing is growing at an impressive rate. According to AdWeek, nearly a quarter of today’s marketers cite influencer marketing as being their most effective customer acquisition tool. While the audience, follower, and fan demographics of top social media influencers can be far-reaching, millennials tend to make up a good portion of their audiences (especially on certain "millennial-favorite" platforms including Snapchat, Instagram, and YouTube). Marketing to millennials with influencers, then, makes perfect sense, and more brands are catching on with each passing day.

It’s easy to understand why marketing to millennials with influencers is so important for today’s brands. Social media networks and websites like YouTube and Instagram see countless amounts of visits every day. These social media channels and platforms are where millennials turn for news, information, communication, and entertainment. In the past, traditional advertising techniques were considered key to garnering an audience, but marketing to millennials is different.Read More>>

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Influencer Marketing News, Stats & Trends Week 10-12-2015

Influencer Marketing News Forbes YouTuber List

image via Forbes' YouTube channel

GoPro, Facebook's YouTube Killer, Forbes' YouTuber List

This week's influencer marketing news, stats, and trends roundup features several industry firsts across the YouTube, Instagram, Facebook, and publishing landscape.

  • GoPro launches $5M annual awards program for content creators including weekly cash awards Of $5K (for best photos, raw clips, video edits). SVP of Entertainment, Zander Lurie, keen on “sharing revenue with our user;” believes this initiative will help launch careers (cites top YouTuber successes of PewDiePie and Jenna Marbles in Adweek feature)  
  • Facebook to launch its own YouTube (Re/code)
  • Forbes publishes its first YouTuber list charting their earnings. Follows in the footstep of other traditional and mainstream publications (see Variety's second annual Digital Stars vs. Celebrities ranking) giving increasingly more dedicated coverage on the YouTuber phenomenon spearheading online video views.
  • Google To Advertisers: Spend 26% of your TV budget on us if you want to reach 15-34-year-olds (Business Insider). Announced at Brandcast (YouTube’s annual advertising event in London), this statement by Google's UK managing director, Eileen Naughton, follows Google’s Q2 statement “YouTube now reaches more 18 to 49-year-olds than any single US cable network.”
  • New Report From Millward Brown: Teens & Adults Watching Equal Amounts of Online Video vs. TV (16-45-year-olds)
  • Continuing the Hollywood digital talent arms race: UTA signs both makeup YouTuber Kandee Johnson, and Annoying Orange creator, Dane Boedigheimer. Last month WME signed Caspar Lee, Elise Strachan, and Casey Neistat (Tubefilter)
  • Just in time for the holiday rush, Reuters profiles how the phenomenon of YouTube unboxing is driving gift lists.
  • LG Electronics Australia gives phones to 30 Instagrammers in targeted effort to drive brand engagement (CMO)
  • No longer just the platform for fashion & beauty brands, mobile gaming companies are now starting to run ads on Instagram (WSJ)
  • 75% of marketers are using influencer marketing (Adweek)
  • Launched October 5 to promote Shoppable Video Ads, "Awesome Stuff Week" YouTube's new channel featuring top YouTubers reviewing products elicits over 3.4 million views to date

videos from GoPro, Facebook, and Forbes below the fold: 

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in blog, Bloggers, Branded Content With Influencers, Influencer Marketing, Influencer Marketing News, Influencer Marketing Statistics, Instagram Influencers, Native Advertising With Influencers, Online Video Marketing, Snapchat Influencers, Social Media Influencers, YouTube Influencers

How To Use Instagram For Marketing

How To Use Instagram For Marketing Tips Barefoot Blonde Pink Peonies

3 Best Tips On How To Use Instagram For Marketing

Once considered a niche social media network, Instagram has shattered both user and brand expectations over the course of the past five years. According to AdWeek, Instagram and its parent, Facebook, are likely to control up to 65% of the social media budgets of most brands in 2016, which equates to approximately $16.3 billion. The real surprise here, though, is that it’s not Facebook that’s driving these numbers up -- it's Instagram. Engagement on the platform continues to be a major part of Instagram's appeal when compared to marketing on other social platforms. When stacked up against Facebook, Twitter, Pinterest, Google+, and LinkedIn, Instagram continues to be the clear industry leader (see 2015 Forrester research here). 

Learning how to use Instagram for marketing is an essential part of building a brand and driving profitable engagement, awareness, and affinity in the digital age. Here are three top tips to get you started:

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5 Top Fashion Bloggers on Instagram

Top Fashion Bloggers On Instagram

Subscribe to our industry digest for the latest news and trends on top Instagrammers, YouTubers, bloggers, & Snapchatters!

The Top Fashion Bloggers On Instagram

From blogging to fashion super stardom, here are the top fashion bloggers on Instagram commanding a combined audience of over 15 million followers and collaborating alongside the world's biggest brands. As reported by data insight firm L2, fashion and beauty brands are seeing rising rates of engagement quarter upon quarter (for more info, see Digiday's article "Why Fashion & Beauty Brands Love Instagram"). Though some brands are priced out of Instagram's monthly ad spend, many of Instagram's best brands are successfully marketing on the platform by creating sponsored content with top influencers.

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in blog, Bloggers, Branded Content With Influencers, Fashion Influencers, Instagram Influencers, Native Advertising With Influencers, Social Media Influencers

The Different Types Of Social Influencers

Different Types Of Social Influencers Viner Logan Paul

image via popular Viner Logan Paul's YouTube channel

The 5 Types Of Social Influencers You Must Know

"Social influencer” may not yet be a household term yet, but its usage is growing exponentially. This is especially true in the world of digital, social media, and influencer marketing, where many top brands are teaming up with social influencers in order to effectively market to consumer audiences online. Social influencers are also referred to as digital influencers (digital superstar Bethany Mota recently referred to herself as such during her speech at BeautyCon 2015), creators (as termed by YouTube), or social media influencers.

According to a Nielsen report, “92% of consumers around the world say they trust earned media, such as recommendations from friends and family, above all other forms of advertising—an increase of 18 percent since 2007.” With the rise of social media sharing and video publishing platforms including Instagram, Snapchat, and YouTube, online consumers follow select social influencers for the latest news, trends, and lifestyle recommendations. Interest from today’s biggest brands is growing, too—60% of marketers are upping their spending on social influencer marketing, according to a recently published AdWeek article.

Here are five types of social influencers worth paying attention to right now:

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3 Ways Social Media Stars Are Changing How Brands Market

Social Media Stars Changing How Brands Market Tuula Vintage

image via Tuula Vintage

With Top Social Media Stars, Brands Are Now Marketing Online In An Entirely Different Way

Social media marketing has long been an important element in the success of major brandsfor most, a proactive, well-thought through social media strategy means the difference between mass consumer renown or obscurity. Techniques may have changed with the rapid development of new and emerging social media channels, but getting the word out remains crucial. Even the best products and services will fail if no one knows about them. Since the rise and rapid proliferation of social media sharing and publishing platforms including YouTube and Instagram, there has been an intense shift in the direction of digital marketing. The newest trend? Marketing with social media stars.

Top social media stars (YouTubers, Instagrammers, Snapchatterscollectively known as social media influencers) are gaining a great deal of attention from today’s top marketing houses, due in large part to the amount of influence they hold over many different sectors of the Internet. In a 2015 article published in Adweek, a study found that influencer marketing produced an average return of $6.85 for every marketing dollar spent. According to an iMedia Connection article noting the marketing differences and results between YouTube star Ryan Higa and traditional celebrity Robert Downey Jr., Google paid top YouTuber Ryan Higa $75,000 per appearance to promote products such as the company’s Nexus One smartphone (a fraction of Downey's $12 million). 

Here are 3 ways social media stars like Higa are changing how brands market across all channels online:

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Instagram Sponsored Ads vs. Influencer Marketing

Instagram Sponsored Ads vs Influencer Marketing Who Wins

How Do Instagram Sponsored Ads Fare Against Influencer Marketing?

Instagram is quickly becoming the most effective tool on the Internet for brands that are looking to take their marketing efforts to the next level. According to a recent AdWeek article, Instagram is projected to bring in $1.6 billion in ad sales in 2016, and $2 billion by 2017. It’s no secret that brands across all industries are looking toward Instagram as the next big thing in digital marketing. But many brands are asking the same overarching question:

What’s more effective: influencer marketing or Instagram sponsored ads?

To answer this difficult question, it’s important to develop a strong understanding of what both of these tools bring to the table. Instagram sponsored ads are designed specifically to be inserted between real user posts on a feed. The intention is to create brand awareness without coming off as a blatant advertisement. In many ways, Instagram sponsored ads are similar to advertorials, which cleverly disguise advertisements as journalistic pieces. (For more information, see Digiday's article on "Native Ads or Advertorials?").

Yes, Instagram sponsored ads can boost awareness and get a brand’s name out there, but just how well are they really going over with users?

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