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Earlier in the week, we examined why people love social media stars and how brands are partnering with influencers to reach the Snapchat’s rapidly growing audience. For our influencer marketing roundup, we continue to look at Snapchat’s astonishing growth and explore how the beauty, apparel, gaming, and entertainment industries are all implementing influencer marketing strategies to reach new, engaged audiences and increase brand awareness.
A recent report by eConsultancy, a digital marketing research firm, shows that 59% of fashion and beauty brands will increase their influencer marketing budgets in 2016. According to estimates, 11% of companies say influencer marketing budgets will increase significantly in the coming year, while 48% of brands say the increase will be moderate. The influencer marketing trend is not unique to the fashion and beauty industry; a recent Adweek article cited that 84% of companies plan on employing an influencer marketing strategy in 2016.
A new study finds that 93% of adults with regular internet access have at least one social media account, and the average person claims six different social media accounts. Propeller, a public relations firm, also found that social media users actively engage with 3.5 social media accounts at the same time (eConsultancy).
Infographic courtesy of Propeller PR
In a recent interview with eMarketer, New Era Cap’s senior manager of brand development Mitch Mirsky spoke about why the popular apparel brand partners with influencers to target audiences on social channels like Instagram, Vine and Snapchat. “It starts with Instagram. We have a large following on Instagram, and a lot of users are already posting images of themselves in our caps there. That’s a homerun for us.” Mirsky told eMarketer. “We want to be wherever our core audience is and be a relevant brand in their lives, so that’s what guides us.”
Snapchat is the fastest growing social media platform on the planet, but until now, brands have been hesitant to market with Snapchat – either through native ads or by partnering with Snapchat influencers – due to the lack of traditional marketing metrics as more easily available on other long established platforms and networks. On Thursday, Snapchat signaled it was getting more serious about its business model by enlisting Nielsen Holdings, the standard-bearer for television ratings tracking, to provide figures (like audience counts) for Snapchat ads. According to the Bloomberg, Nielsen will eventually incorporate digital ratings into other money-making areas, such as sponsored filters that can be overlaid on Snaps. “We’re committed to bringing all the major measurement solutions to our platform,” said Imran Khan, Snapchat’s chief strategy officer.
Nothing better illustrates Snapchat’s meteoric rise to the top of the social media food chain better than the claim that the app has now eclipsed 8 billion daily video views, equaling Facebook’s November 2015 figure. According to Fortune, Snapchat’s CEO Evan Spiegel divulged the statistic while attending Morgan Stanley’s Tech, Media & Telecom conference in San Francisco. He went on to say that Snapchat’s video views have grown five-fold in the past year. For marketers, Snapchat’s massive growth demonstrates a shift in how people are consuming content, and brands looking to capture the attention of large social media audiences should consider investing in influencer marketing strategies to reach the platform’s new, active users.
As the war between digital advertising and ad blocking software continues to negatively impact user experience and decrease content quality (see the SouthPark clip below), marketing experts like eConsultancy offer insights for cutting through the noise of pop-ups, banners, and other unwanted forms of advertising. According to research, 90% of consumers say they trust their peers’ recommendations when making purchasing decisions, making brand evangelism and influencer marketing the best way to connect with consumers.
According to the research firm Newzoo, nearly 500 million users tune in to watch videos of gamers or gameplay on video platforms. YouTube gaming videos – either through the platform’s channel, YouTube Gaming, or via top YouTube gamers – currently dominants the worldwide video gaming market, but a recent article by Fortune describes how Twitch, a rival gaming platform, is trying to compete with YouTube Gaming by rolling out upgrades like Chat Replay (which allows gamers to view recorded livestreams with a rolling chat feature), Video Uploads (which will allow gamers to bypass livestreams completely), and HTML5.
Since launching its YouTube brand channel in 2008, World Wrestling Entertainment (WWE) has accrued over 10 million subscribers – a number matched only by “The Ellen Show” and “The Tonight Show Starring Jimmy Fallon” in the television industry – and used the platform to expand the WWE brand to new audiences. According to Digiday, the WWE’s YouTube channel blends made-for-TV videos with unique digital content and helps drive people to the company’s subscription streaming network. WWE is just one example of how TV and entertainment brands are marketing on YouTube and social media in order to capture the attention of audiences.