For the latest authoritative marketing news, trends, and stats on social media stars and influencer marketing,subscribe to our industry digest newsletter!
This week on the Mediakix blog, we compared the new influencer marketing technology GoPro Karma and DJI Mavic in an infographic, interviewed YouTube power couple Matt & Amanda, and examined whether YouTube’s demonetization policy has been affecting content creators and advertisers. Additionally, we took a closer look at how new drone technology will impact both social media content creation and consumption.
Today’s Friday roundup of influencer marketing news will dive into YouTube’s new disclosure feature, the identities of today’s major social networks, and more.
Related Post: The Top Social Media Marketing Statistics Defining 2017
Recent FTC crackdowns on social influencer marketing campaigns have many marketers and influencers struggling to clearly delineate content from sponsorship. For instance, Econsultancy found that 33% of influencers do not give full disclosure to their audiences, and that viewers have an idea when content is sponsored and not disclosed.
This week, YouTube announced a new product feature that will allow influencers and creators to add a text disclaimer “Includes Paid Promotion” to show viewers that the watched content was sponsored (AdWeek). YouTube is enabling influencers to easily integrate otherwise intrusive notices of brand promotion, making it easier for brands to disclose without compromising content.
Louise Delage rocketed into Instagram fame within the time span of two months. In her first month on the platform, the Instagram star accumulated 65,000 followers by posting glamorous pictures at events in trendy outfits and—this is the important part—always with a cocktail in hand (The Guardian).
It turns out that Louise Delage is a fictional character created by a Parisian ad agency seeking to raise awareness about alcoholism in young people (Entrepreneur). The Louise Delage campaign is certainly an interesting case study of consumer behavior and social image that marketers should examine further especially in light of paid sponsorships and the need to discern fake followers, accounts, and true engagement rates.
Related Post: Are Fake Followers On Instagram A Problem For Brands?
The number of social media advertising programs will more than double to 80% within the next year, and of these, an estimated 42% will be first-time social advertisers (Marketing Dive). Along with this increased investment, social media platforms are expected to evolve as well. Most significantly, WhatsApp made a splash this week by adopting Snapchat’s much-loved overlaid text, drawing, and emoji features (TechCrunch).
Recently, Facebook-owned Instagram rolled out with their own version of Snapchat Stories (now with 100 million daily active users) and with the latest WhatsApp features (WhatsApp is also owned by Facebook), it seems as if the social network is making the push to dominate global users ahead of Snapchat. As advertisers expand their presence on social media platforms, expect more platforms to expand and adapt their features to fit new, larger audiences and trending user habits.
Lifestyle media brand Unilad is getting into the sports broadcasting industry—specificially, the British Mixed Martial Arts League—with Facebook Live (Digiday). Unilad’s highly-followed page ensures that matches will be seen by a broad audience of mostly young, predominantly male users.
In fact, Unilad’s CEO guaranteed at least 350,000 views for every preliminary fight, easily overshadowing the 20,000 views matches usually net via television broadcasts. While there is no commercial agreement between Unilad and the British Association of Mixed Martial Arts, the deal is certainly representative of a shift to broadcast live, premium events online.
If Snapchat is now a “camera company” and Twitter is a “news outlet,” is Facebook still just a social network? Previously labeled “social media” platforms are looking to shed this title and become bigger “media” companies (AdWeek) by offering more features that allow them to diversify and innovate in a media space. In nature, these companies and their use among audiences are changing, and so must their identity.