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 showed you the four ways that Instagram is changing advertising, shared how Google and NBC are partnering with social influencers, and broke down Samsung’s influencer activation in an instructive marketing case study. Additionally, we examined who owns sponsored content and explored how marketers can use Instagram Stories to reach social media audiences with in-the-moment content.
Today’s Friday roundup of influencer marketing news will dive into the growing need for clearly-disclosed influencer ads, Toyota’s and Nike’s influencer campaigns, and more.
With U.S. digital video advertising estimated to nearly double by 2020 (eMarketer), brands and marketers need to be aware of the tightening restrictions on social media advertising and the Federal Trade Commission’s (FTC) social media advertising guidelines. Though the rise of influencer marketing has led to more rules regarding how digital stars must indicate brand sponsorships (Bloomberg), a recent report by AdAge found that 25% of influencers are still asked by brands to not properly disclose that they are receiving compensation for their content.
Related Post: How Brands Can Avoid An FTC Disaster
Social sharing on Facebook and Instagram has reportedly been declining—a direct result of Snapchat’s popularity, perfhaps—though the addition of new Snapchat-esque features like Instagram Stories and a camera on top of users’ Facebook News Feed will likely reverse this trend (Forbes). In the wake of predictions that Facebook and Instagram’s new offerings may actually detract from Snapchat’s future growth (TechCrunch), marketers should look to take advantage of these features for future marketing campaigns.
Brands are finding it more difficult to appear genuine on social media with traditional social media advertising campaigns. To overcome this issue, Toyota has been working with music and entertainment influencers to engage target audiences on Snapchat (Digiday). Working with influencers fits well with Toyota’s social media marketing strategy because influencers can curate authentic, unintrusive content and, since the influencers have already developed loyal social followings, Toyota earns higher engagement rates than they would otherwise achieve.
Last week, Nike’s Jordan brand unveiled the Michigan Wolverines’ new uniforms in conjunction with the launch of Instagram Stories. The brand’s Story, which was one minute long and contained 16 photos, accumulated over 800,000 views in 24 hours (Digiday). With 8.6 million followers, Instagram is Jordan’s biggest social platform, and the brand will likely continue to leverage Instagram Stories to broadcast live events, launch new products, showcase Jordan athletes, and interact with consumers. See how the best brands on Instagram built their million-follower channels here.