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This week in influencer marketing news, we examine the growing percentage of marketers who now work with top social media influencers, Instagram’s 2016 engagement rates, why Snapchat is teaming up with technology firm Oracle, and more.
For more in-depth articles on influencer marketing news, trends, and insights, visit the Mediakix blog to see recent posts on why brand influencers are better than celebrities when it comes to marketing collaborations, how Red Bull, Reef, and other big brands worked with influencers at this year’s Bonnaroo Music Festival, and what companies need to know about creating sponsored posts. We also published an original infographic on the top Snapchat accounts for fashion brands and fashionistas and created an easy guide to help brands learn the ways to advertise on Snapchat.
A recent survey of 500 marketing industry professionals found that 80% of marketers now work with social media influencers in some way, according to Takumi, an influencer marketing network. Respondents said that YouTube was the largest platform for influencer marketing campaigns, garnering 57% of all initiatives, while Twitter (51%) and Instagram (40%) were the second- and third-most popular platforms. (The Drum).
This week, Snapchat announced a partnership with Oracle, a technology firm specializing in cloud-based applications and data, to prove the efficacy of the app’s advertising offerings. According to Bloomberg Business, Snapchat has recruited as many as 10 third-party firms to help show that advertisements on the ephemeral messaging app are actually driving conversions and sales and leading to quantifiable engagement.
In related news, Snapchat also expanded its marketing capabilities for brands by launching “Snap Ads,” which place advertisements between users’ Stories, though not between Snaps within the Stories themselves (Tubefilter).
Related Post: A Brand Guide To Advertising On Snapchat [Infographic]
New research from Quintly, a social media analytics company, found that social interactions (in the form of “likes” and comments) have declined 33% on the platform, this despite an increase in the frequency of Instagram posts. Further analysis shows that falling levels of engagement are not because users are losing interest in the platform itself, but rather because audiences are now being inundated with content (EConsultancy).
Related Post: What Brands Should Know About Fake Instagram Followers
Taking a cue from YouTube content creators, social media influencers and publishers are now developing unboxing videos—or in this case, unboxing Stories—to introduce audiences to new products. According to Digiday’s Yuyu Chen, publishers like GQ and brands like Benefit Cosmetics are utilizing this successful marketing strategy to boost user engagement and increase brand/product exposure to new, younger audiences.
Related Post: The 13 Most Popular Types Of YouTube Videos