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This week on the Mediakix blog, we examined how Facebook influencers help brands reach audiences, shared why we believe Instagram Stories is better than Snapchat, and published an in-depth list of the most popular Instagram influencers for 2016. Additionally, we evaluated what Instagram Stories could mean for the future of Snapchat and broke down the biggest YouTube stars at the 2016 Teen Choice Awards.
Today’s Friday roundup of influencer marketing news will dive into the roll-out of Instagram Stories, how Disney and Mercedes-Benz use influencers to reach social media audiences, and more.
Instagram updated its platform this week with the addition of “Stories,” a feature that works exactly like Snapchat Stories. Instagram CEO Kevin Systrom admits that “[Snapchat] deserves all the credit” but that “it isn’t about who invented something…[rather it] is about format” (TechCrunch). Meanwhile, Snapchat influencers are beginning to label branded content on their stories with “#paid,” “#ad,” and “#sponsored” to avoid FTC violations (AdWeek); Instagram Stories will likely follow Snapchat’s lead on labeling sponsored content soon (if they haven’t started requiring it already).
Related Post: Why Instagram Stories Are Better Than Snapchat
70% of marketers are planning on investing in social video ads in the upcoming year, and social media platforms are beginning to open up more options (eMarketer). Facebook recently announced tests of mid-roll video ads on Facebook Live broadcasts where content creators can choose to insert an optional commercial break (AdAge). The development of an advertising model for videos will have important implications for the growth of content creators and influencers on Facebook’s platform. Twitter will also be sharing ad revenue with content creators with the introduction of pre-roll ads (Bloomberg).
Mercedes-Benz continues to work with a variety of social media stars on Instagram, Facebook, Snapchat, Pinterest, and YouTube to appeal to Millennials, a demographic that has been particularly difficult for luxury brands to reach (Digiday). Similarly, Disney has recruited YouTube fashion vloggers to increase sales of clothing and merchandise lines (Variety). The content created by social media stars illustrates how companies are using influencer marketing campaigns to tell authentic stories with the brand’s product.
Related Post: The Best Auto Brands Marketing On Instagram
In an effort to win over young viewers, Google will be sending more than a dozen YouTube stars to Rio, Brazil to livestream the 2016 Olympics this summer (AdWeek). Following the Olympic Games, the Nation Football League (NFL) will be included on Snapchat Discovery, the first professional sports league to earn a place on Snapchat’s popular feature (Tubefilter). The use of social media platforms to bring real-time sports and sporting-related events to audiences will come with increased advertising on social media spaces.
Related Post: 5 Different Types Of Influencer Marketing Campaigns