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This week on the Mediakix blog, we interviewed top YouTube influencer Lisa “Lisbug” Schwartz, developed a 10-step guide to working with Snapchat influencers, and examined why Target’s #CatandJack influencer marketing campaign was one of the best in an original case study. Additionally, we evaluated the components of a great social media marketing campaign, shared the 5 Snapchat metrics that measure campaign success, and created an infographic detailing the differences between Instagram vs Snapchat Stories.
Today’s Friday roundup of influencer marketing news will dive into Instagram, Snapchat, and YouTube’s future, take an in-depth look at puzzle game Best Fiends’ wildly successful influencer marketing strategy, and more.
Along with the launch of Stories, Instagram rolled out two new features this week, including a new “contact” button for consumers to interact with brands (Marketing Week) and an events-themed video much like Snapchat’s events-based video and photo reel (Fortune).
Snapchat, meanwhile, is looking to gain more TV-like content for its Discover feature and turn Snapchat Discover into a destination where users can access the latest episodes of their favorite shows. This indicates a departure from how the Discover section has largely functioned as a means for publications to disseminate news and information (Digiday).
J.Crew introduced its new collection of sunglasses on Instagram Stories. The campaign was an eight-part Story which offered followers an exclusive pre-sale of the first 50 pairs of glasses for $127 a piece, with a subsequent Instagram photo giving instructions on how consumers could purchase the glasses. By clicking on J.Crew’s photo, users were taken directly to the e-commerce site (Internet Retailer). With the glasses selling out on the first day, J.Crew’s successful campaign represents the necessity of social media marketing to access consumers in retail.
We didn’t think our first Instagram story would be complete without our staffers, the color PINK and the chance for you to shop our newest pair of sunglasses first. See more in our Instagram story. [UPDATE: Our pink presell event is over! Congrats to everyone who snapped up our newest Jane sunglasses in pink first—and if you missed out, not to worry… You’ll only have to wait a week to shop them in stores and at jcrew.com.] #jcrewsunglasses
YouTube opened a new London studio for the sole purpose of securing content creators and influencers that will fuel the platform’s growth. With Facebook, Snapchat, and Twitter all vying for top influencers, YouTube is facing serious competition (Digiday). YouTube’s large, passionate, and prestigious community of influencers, however, still gives the Google-owned video platform the greatest advantage when it comes to attracting both audiences and advertisers.
Best Fiends, a puzzle game that represents the first launch from startup Seriously, focuses the majority of its U.S. advertising strategy on influencer marketing campaigns. According to Tubefilter, 90% of the brand’s marketing budget was spent on influencer marketing campaigns, and the initiative created over 700 individual videos featuring content creators like Shane Dawson, Nikkie Tutorials, and RCLBeauty101.
As a result, Best Fiends has accrued over 150 million video views and increased active user growth from 9% to 21%, totaling 2 million daily active users. These impressive results show the incredible potential and power of influencer marketing in mobile downloads.