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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.

Why Is Travel The Fastest Growing Influencer Category?

Why Is Travel The Fastest Growing Influencer Category?

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

Millennial Priorities Popularize Travel Influencer Marketing

A substantial increase in traveling in 2018 was forecasted by a survey conducted by The GO Group. 33% said they planned on traveling more in the upcoming year vs. 21% in 2016. Lower airfares have helped, but they’re not the only factor contributing to the rise in vacations. If bargain airfare isn’t the biggest reason, what is?

pew research generations
The once predominant baby boomer generation is now taking a backseat to the new players in town: Millennials. According to Pew Research, the Millennial population has officially overtaken boomers. Due to generational shifts, marketing strategies have adapted to cater to the masses.

social media posts most impactful on purchase decision

A recent study by Stackla discovered that 70% of Millennials perceive social posts or reviews from family members and friends to be most impactful. Millennials are also the most tech-savvy generation so far, spending more time perusing online social media than any previous generation. These elements are a large part of the reason influencer marketing is growing so quickly.

Meanwhile, the priorities of Millennials & Gen Z are different than those of their predecessors. While baby boomers prioritized major purchases like homes and cars, Millennials tend to spend money on experiences, opting to try ziplining, surfing, or exploring a new country over a luxury vehicle. Millennials love to travel, and they are willing to splurge on it, making them the most lucrative generation for the travel industry. Travel influencer marketing has only fueled the fire.
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in blog, Influencer Marketing, Social Media Influencers

Is Caffeine.tv the New Twitch?

Is Caffeine.tv the New Twitch?

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Caffeine.tv Vs Twitch: Video Game Livestream Showdown

Caffeine.tv is the latest entrant onto the video game livestreaming scene. This places it in the same market niche as Twitch, arguably the most dominant livestreaming video platform. Among the pack of contenders includes YouTube, which has battled back and forth with Twitch to command the gaming livestreaming space.

caffeine pre-release
Caffeine has a clean, almost Spartan, interface. The lack of clutter on-site helps ensure that streaming is real-time, with no noticeable delay. However, users may find it unnerving to enter a channel on Caffeine intending to lurk, only for the streamer to give the viewer a personal welcoming sound-out call. Compared to Twitch, Caffeine shows signs of promise amongst the gaming community.
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in blog, Influencer Marketing, Online Video Marketing, Social Media Influencers

What Is Earned Media Value?

What Is Earned Media Value?

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

Earned Media Value (EMV): What It Is, Why It's Important, How To Measure It

Earned media refers to any type of social media exposure gained through word-of-mouth, recommendations, or conversations about the brand. This form of media includes user-generated content, reviews, brand mentions, or any other form of content that is shared by social media users in relation to a brand.

Although typically acquired through paid and owned channels, earned media functions as an uncontrolled media, or only partially controlled with a comprehensive marketing strategy. For example, Target featured an Instagram image of two young girls happily styled in Target clothing that had originally been shared by the mother. Since the post was not sponsored by Target, it represents an off-the-cuff method in which the brand monitors for positive brand experiences to then feature and amplify on its own accounts. Yet, the uncontrollable aspects of earned media haven’t stopped brands or marketers from attempting to measure its value.

 

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Red, white and big smiles. Happy #4thOfJuly! ❤ 💙 📷: @cecileadams

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More recently, brands have turned to influencer marketing, a form of both paid and earned media, as authentic recommendations and branded shares from a trusted person are much more appealing to Millennial consumers than ads. Nielsen reported 83% of global respondents trust recommendations from people they know, while 66% trust consumer opinions online. Thus, brands have unleashed the power of influencers upon their impressionable audiences. But measuring the ROI of both this tactic and earned media has brought an onslaught of confusion.Read More>>

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Pros And Cons Of Bringing Influencer Marketing In-House

Pros And Cons Of Bringing Influencer Marketing In-House

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

Why Brands Hire Agencies Vs. Build Influencer Marketing In-House

Recently, influencer marketing has expanded from a supplementary promotional expense to a major line item for many digital marketing teams. Brands spend more money on influencer marketing every year, and global ad spend is projected to hit $5-10 billion by 2020.

As influencer marketing becomes an essential part of the marketing mix, brands must decide the best approach to manage this powerful channel within their organization.

influencer marketing in-house vs. agency

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How Instagram Influencers Are Changing The Wedding Industry

How Instagram Influencers Are Changing The Wedding Industry

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For Better Or For Worse, The Wedding Industry Is Under The Veil Of Wedding Instagram Influencers

Before you read this article, take a moment to open Instagram and search the term “wedding”. As you’ll soon discover, the tag #weddingphotography includes more than 17 million posts. Similarly, #weddingdress rings in just over 20 million, while the tag #wedding appears in nearly 128 million posts. While some of these posts come from soon-to-be brides and grooms, many of them are, in fact, the work of wedding Instagram influencers.

wedding instagram hashtag

Those tags represent only three out of hundreds. The pressure on soon-to-be-married couples to have an Insta-worthy wedding is sky-high, and that’s exactly what wedding Instagram influencers want. By subtly marketing stunning, awe-inspiring wedding photos, social media influencers effortlessly reel in loads of faithful followers. Dress sales and new trends inevitably follow. Whether or not we care to admit it, the wedding industry is inarguably under the sway of social media influencers.

Related Post: Influencer Marketing Industry Predicted To Reach $5-10 Billion By 2020
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in blog, Bloggers, Branded Content With Influencers, Fashion Influencers, Influencer Marketing, Instagram Influencers, Social Media Influencers, Sponsored Content With Influencers

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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in blog, Influencer Marketing, Instagram Influencers, Social Media Influencers, Sponsored Content With Influencers

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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