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This week’s Mediakix blog articles focused on the decline of fashion blogging, why app developers are turning to influencer marketing to increase downloads, and how Chanel reached nine million Instagram users in two weeks with their Instagram influencer marketing campaign. We also published an original case study about why brands should consider collaborating with top YouTube gamers and developed a 6-step infographic to help brands do a Snapchat Takeover.
For our pre-Memorial Day roundup of influencer marketing news, trends, and insights, we look into Snapchat’s newest valuation, the percentage of brands looking to invest in Facebook videos this next year, and how 20th Century Fox dominated Snapchat with their X-Men-themed lenses. We also explore how Instagram is expanding its advertising capabilities and why mobile platforms still capture audience’s attention, even while they’re watching TV.
This week, TechCrunch broke the news that Snapchat’s valuation may be $20 billion (or as high as $22.7 billion), up from a flat valuation of $16 billion earlier this year. The company’s newest round of funding (around $200 million worth) would bring the total funds raised to around $1.5 billion.
Related Post: A Marketer’s Guide To The Best Brands On Snapchat
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According to the Gazette Review, fashion and beauty YouTuber has surpassed PewDiePie to become the highest-paid content creator on the channel. Buoyed by the success of her subscription makeup service, Ipsy, Phan now has an estimated net worth of $50 million. In comparison, the publication claims PewDiePie’s net worth to be around $18 million.
For the first time, Snapchat allowed a brand—in this case, 20th Century Fox—to take over all of the lenses (i.e. the fun video enhancements that generate 30 million daily Snaps) for a day, signaling a new way for companies to market on the messaging platform. In addition to promoting the new film “X-Men: Apocalypse” by allowing users to transform into a number of different X-Men characters, the studio also collaborated with Snapchat to sell movie tickets directly on the app (New York Times).
Marketing Land recently reported that Instagram is experimenting with a variety of new advertising capabilities, among them:
Related Post: Why Brands Need An Instagram Marketing Strategy
According to eMarketer, 85% of U.S. audiences surf the web on mobile devices while watching television. The survey illustrates the ways in which U.S. audiences are using mobile devices and social media platforms to enhance other aspects of their lives, even other forms of video, and shows the inability of traditional television programming to fully capture and hold audience’s attention.
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A recent survey conducted by RBC Capital Markets and AdAge found that 57% of U.S. marketers plan on investing in a Facebook autoplay video in the next six months—this in addition to the 12% of U.S. brands that had already purchased at least one Facebook video ad. The uptick mirrors a growing trend of consumers spending more time with feed-based social environments like Facebook, Snapchat, & Instagram (eMarketer).
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