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This week on the Mediakix blog, we published the first of a six-part study on the engagement rates for the top 100 Instagram influencers, presented the top 10 social media marketing statistics for 2017, and examined how personal transportation maker Segway used influencer marketing to reach social media audiences. We also interviewed top YouTuber Linus Sebastian from Linus Tech Tips and explored how Macallan, Mercedes-Benz, and Nordstrom are marketing to Millennials.
Today’s Friday roundup of influencer marketing news dives into YouTube’s newest “social” feature, the rise of pet influencers and pet-focused influencer marketing agencies, Snapchat’s continual expansion of its advertising offerings, and more.
This week, YouTube launched the YouTube Community, a new feature that will allow content creators to engage with viewers/subscribers using text, GIFs, images, and more (TechCrunch). This move not only makes YouTube a more “social” platform, it also aims to keep content creators from migrating to competing platforms by offering better ways to interact with their audiences.
Because YouTube Community now gives YouTube influencers more power to promote their content and engage with their fans, brand collaborations with top YouTubers are expected to become more valuable/effective in the coming months.
Related Post: The Top 10 YouTube Video Statistics Defining 2016
With spending on pets expected to exceed $60 billion in 2016, brands are looking for news ways capitalize on social media users’ love of cute animals by collaborating with a growing number of pet influencer marketing agencies. A recent piece by Digiday explores why pets with a strong social presence (i.e. pet influencers) are less volatile, less controversial, and more universal than their human counterparts, making them the perfect candidates for brand representation.
Snapchat is rolling out three new ad target options: Snap Audience Match, Snapchat Lifestyle Categories, and Lookalikes. Snap Audience Match gives brands access to lists of email addresses and mobile device ID to enhance ad targeting; Snapchat Lifestyle Categories allows brands to direct ads at people who have a tendency to watch a certain type of video; and Lookalikes aims to aid advertisers by targeting customers with characteristics similar to their existing customer audience (Wall Street Journal).
Developing more advanced advertising options/opportunities for businesses is crucial to Snapchat’s ability to monetize and makes Snapchat more accessible to marketers in general.
Instagram has implemented a new feature that lets users enable a filter to block and hide comments with a certain list of words (TechCrunch). This will give those with large followings on Instagram (such as Instagram influencers or celebrities) a way to better control their social media accounts.
With more control of the message of their accounts, Instagram influencers will be better equipped to work with brands looking to promote a particular message. Moreover, preventing abusive and harassing comments on the social media platform will make for a more enjoyable and safe community.
U.S. digital ad spending is expected to surpass TV ad spending by just under $1 billion in 2016, representing a shift away from traditional media to digital media (eMarketer). While an increase in digital advertising comes as good news to many marketers, the new prevalence of online ads has been accompanied by a 40% increase in installations of ad blockers among U.S. internet users (eMarketer).
The rise in ad blocking has led businesses to resort to more creative advertising outlets, such as reaching consumers through influencer-created integrated advertising content/campaigns. However, the subsequent popularity of influencer marketing has led the Federal Trade Commission (FTC) to issue stricter disclosure regulations for sponsored social media content (Ad Exchanger).