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  Social Media Influencers

The latest news, trends, case studies, how-to guides & resources for popular YouTubers, Instagrammers, top social media influencers, & the brands they work with.

Has Twitch Surpassed YouTube?

Has Twitch Surpassed YouTube?

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Twitch Vs YouTube: Who Will Become Champion Of Livestreaming?

YouTube and Twitch’s battle for livestream supremacy reached new heights in August 2018 when online celebrities Logan Paul and KSI exchanged blows during an amateur boxing match inside of the UK’s Manchester Arena. Developed as a $10 pay-per-view (PPV) for YouTube, the event brought in 860,000 paid streams on the platform. During the same time, however, pirated streams on Twitch reached 1.2 million — the largest of them broadcasting to 400,000 viewers. While legitimate purchases and illegal streams don’t make for an apples to apples comparison, the situation highlights a growing Twitch vs YouTube rivalry that’s playing out in real-time.

YouTube debuted livestreaming for select users in April of 2011. Two months later, Twitch.tv, launched as a gaming spinoff of livestreaming site Justin.tv. Twitch’s built-in audience and dedicated platform made it a hit among gamers, with popularity eventually eclipsing that of its predecessor.

YouTube didn’t offer a dedicated service for gamers until 2015 when Twitch was already a leader in the category — having been purchased by retail giant Amazon the previous year. Since then, the Twitch vs YouTube struggle has continued to grow as the two platforms vie for the attention of gamers and other livestreamers.

Related Post: Top Video Game Statistics Marketers Need To Know
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Case Study: Olay’s Cause Marketing With Influencers

Case Study: Olay’s Cause Marketing With Influencers

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Influencer Cause Marketing Case Study: How Olay Achieved An Instagram Engagement Rate Higher Than 8%

Brands recognize that launching a cause marketing campaign enables them to tug at the heartstrings of a generation that values corporate social responsibility. To potentiate those effects, brands have connected their causes to influencers in the same camp. Influencer cause marketing helps brands harness the power of influential tastemakers while also defining their mission to support a cause near and dear to many consumers’ hearts.

Today, social media has given many movements the tools to spread their message with a resounding impact. Influencers add yet another layer, which is why many brands invest in this strategy to amplify their cause. Especially in a saturated digital environment, brands find it quite difficult to cut through the noise. Instagram, however, empowers brands by handing them a megaphone to reach their audience.

Within the beauty industry specifically, one can imagine how competitive the market is when it comes to promoting products that seem to make the same revelatory claims. In order to distinguish amongst a crowded space and drive ROI, beauty brands like Olay can leverage Instagram influencer marketing coupled with good old-fashioned cause marketing.

Related Post: Guide To Beauty Influencer Programs
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Hotel Brands With The Biggest Instagram Accounts

Hotel Brands With The Biggest Instagram Accounts

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Popular Hotel Instagram Accounts That Stir Our Wanderlust

Chock-full of alluring images and videos depicting the world’s most exciting getaways and destinations, Instagram is a travel fan’s dream. Thanks to globetrotters, weekenders, and other excursionists, the hashtag #travel has been used more than 323 million times on the platform.

Hospitality and travel businesses have looked to capitalize on the popularity, with many attracting impressive online followings with their hotel social media efforts. Successfully growing brand awareness through platforms like Instagram, hotels can increase their exposure and showcase their relevance to target audiences.

Travel influencers have also helped move the needle for hotel social media. Partnering with online personalities who document their travels, hotel brands entice followers into replicating influencer vacations, adventures, and other kinds of journeys.

Related Post: How Fake Instagram Influencers Scam Their Way Into Free Hotel Stays
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Top Creative Influencers With A Striking Design Aesthetic

Top Creative Influencers With A Striking Design Aesthetic

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Creative Instagram Influencers And Bloggers With Quality Photography And Design Aesthetics

Instagram is the world’s most dominant platform for influencer marketing—it’s estimated that the Instagram influencer marketing industry will reach $2 billion by 2019. The social media platform boasts over 1 billion users, making it a powerful beacon for consumer brands.

Instagram is home to an untold number of social media influencers who create content for every imaginable niche. It’s difficult—for both brands and creators—to stand out in this very crowded space. The trend-based nature of Instagram content can cast a generic “sameness” over your Instagram feed, to the point where it can be difficult to identify any distinguishing quality of a specific influencer.

The most creative Instagram influencers establish themselves as not just a tastemaker, but a distinct brand that expands beyond the individual. Extraordinarily creative influencers have cultivated a unique aesthetic to truly make their mark on Instagram.
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How Audiences Perceive Influencer Sponsored Content

How Audiences Perceive Influencer Sponsored Content

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What Do Social Media Users Actually Think of Influencer Sponsored Content?

From the niche bloggers of the early internet to the social media celebrities of today, influencers have grown and evolved into a multifaceted group servicing a variety of different categories and demographics over a number of different platforms. In 2018, influencers reach almost every corner of the digital landscape, making them widely known to online users, brands, as well as government agencies and watchdog groups. It's no wonder the influencer marketing industry global ad spend is projected to reach $5-10 billion by 2020.

While brands had previously been more averse to influencer partnerships, the business world has begun to accept that online creators are today’s trendsetters and tastemakers. Last year, influencer sponsored content with the hashtag #ad nearly doubled, boasting a 198% increase over the previous year.

Utilizing word-of-mouth techniques augmented by the tools of social platforms, influencers are making a real impact for brands. Still, some influencers fall short, broadcasting inauthentic content and/or coming across as opportunistic in their sponsored posts. Moreover, some influencers engage in deceptive tactics, such as purchasing fake followers, likes, and comments, which further erodes trust.

Related Post: 6 Things Brands Shouldn’t Do When Working With Influencers
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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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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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8 Fascinating Amazon Statistics To Know In 2018

8 Fascinating Amazon Statistics To Know In 2018

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Top 8 Amazon Statistics Demonstrate Its Influence On American Spending

Over the course of the last year, Amazon generated $178 billion in sales. In recent years, the e-commerce giant known for its large selection, competitive prices, and fast shipping has expanded its reach outside of online shopping.

The Seattle company now offers digital content in the form of movies and television shows and bought the Whole Foods Market grocery chain for a reported $13.4 billion last year. More than ever Amazon is changing the way people shop, search online, and consume digital content. 

Learn 8 Amazon statistics relevant in 2018:

  1. 95 million Americans have Amazon Prime memberships.
  2. Amazon Prime members spend $1.4k per year on average.
  3. Consumers purchased over 100 million products on Prime Day 2018.
  4. 9 out of 10 consumer price check a product on Amazon.
  5. 43% of teens say that Amazon is their favorite shopping site.
  6. Whole Foods prices went down 43% after Amazon acquired the grocery chain.
  7. Amazon's ad spend was $3.4 billion in 2017.
  8. 2% of Echo owners have purchased a product via Alexa.

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What Is Content Marketing? Definition, Comparison, & Examples

What Is Content Marketing? Definition, Comparison, & Examples

For the latest authoritative marketing news, trends, and stats on influencer marketing, subscribe to our industry digest newsletter! 

Content Marketing: What Is It, Why It's Important, & Best Examples

The phrase “content marketing” gets thrown around a lot, typically without much in the way of context or explanation as to what, exactly, it means. It sounds relatively straightforward — after all, content is, in some form or another, the driving force behind the majority of marketing efforts. But understanding what constitutes content marketing, what sets it apart, and how it overlaps with other types of marketing is vital to using it effectively.

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6 Reasons Influencers Should Think Twice Before Joining A YouTube Network

6 Reasons Influencers Should Think Twice Before Joining A YouTube Network

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Thinking Of Joining A YouTube Network? Here's What You Should Know Before Signing

YouTube has over 1 billion users and streams more than 1 billion hours of video per day. YouTube’s success is due largely in part to its extensive list of creators. Known as YouTubers, these creators range from amateur vloggers to professional online stars who are some of the most influential voices on the internet. In kind, YouTube has paid out $2 billion to its creators since 2007.

For video creators interested in growing their channel and possibly securing brand deals, joining a YouTube multi-channel network is one of several different ways to make money as a YouTuber. However, the decision of whether or not to partner with a network isn’t always as straightforward as it may appear. Below, we’ll take a look at some of the pros and cons of joining YouTube networks.

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